Title: Determinants of smart speaker adoption intention: extending the theory of planned behaviour

Authors: Ritu Gupta; Kokil Jain; Isha Jajodia

Addresses: Amity International Business School, Amity University, Noida, 201001, U.P., India ' Amity International Business School, Amity University, Noida, 201001, U.P., India ' Birla Institute of Management Technology, Plot Number 5, Knowledge Park 2, NCR, Greater Noida, 201306, U.P., India

Abstract: The rise of voice-activated technology has led to surge in demand of smart speakers, in the last few years. The current study extends the theory of planned behaviour, while integrating perceived risk and trust along with perceived ease of use and perceived playfulness in the context of smart speaker adoption. Data 187 respondents was analysed using partial least squares structural equation modelling (PLS-SEM) with SmartPLS v.3.2.7. The results indicate perceived trust and perceived ease of use significantly predict attitude towards smart speaker usage. Attitude is found to be the strongest predictor of intention to adopt smart speakers followed by subjective norms and perceived behavioural control. The results also support that perceived risk is negatively associated with intention to adopt smart speakers. The study offers fresh understanding of the different psychological factors underlying the adoption of smart speakers and offer useful implication for product developers and designers.

Keywords: smart speakers; AI technology; theory of planned behaviour; technology adoption; partial least squares structural equation modelling; PLS-SEM.

DOI: 10.1504/IJTMKT.2021.118216

International Journal of Technology Marketing, 2021 Vol.15 No.2/3, pp.181 - 202

Received: 11 Nov 2020
Accepted: 15 Jan 2021
Published online: 15 Oct 2021 *

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