Enablers and Inhibitors of AI-Powered Voice Assistants: A Dual-Factor Approach by Integrating the Status Quo Bias and Technology Acceptance Model
Janarthanan Balakrishnana, Yogesh Kumar Dwivedib c✉, Laurie Hughesc, Frédéric Boyd
- aDepartment of Management Studies, National Institute of Technology – Tiruchirappalli, Tiruchirappalli, India
- bDepartment of Management, Symbiosis Institute of Business Management, Pune & Symbiosis International (Deemed University), Pune, Maharashtra, India
- cEmerging Markets Research Centre (EMaRC), School of Management, Swansea University Bay Campus, Fabian Bay, Swansea, SA1 8EN, Wales, UK
- diLab, School of Management, Swansea University Bay Campus, Fabian Bay, Swansea, SA1 8EN, Wales, UK
- ✉Corresponding author
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Abstract
Abstract This study investigates the factors that build resistance and attitude towards AI voice assistants (AIVA). A theoretical model is proposed using the dual-factor framework by integrating status quo bias factors (sunk cost, regret avoidance, inertia, perceived value, switching costs, and perceived threat) and Technology Acceptance Model (TAM; perceived ease of use and perceived usefulness) variables. The study model investigates the relationship between the status quo factors and resistance towards adoption of AIVA, and the relationship between TAM factors and attitudes towards AIVA. A sample of four hundred and twenty was analysed using structural equation modeling to investigate the proposed hypotheses. The results indicate an insignificant relationship between inertia and resistance to AIVA. Perceived value was found to have a negative but significant relationship with resistance to AIVA. Further, the study also found that inertia significantly differs across gender (male/female) and age groupings. The study's framework and results are posited as adding value to the extant literature and practice, directly related to status quo bias theory, dual-factor model and TAM.
TL;DRAn insignificant relationship between inertia and resistance to AIVA is indicated and it is found that inertia significantly differs across gender (male/female) and age groupings. (Semantic Scholar)