The Role of Privacy Cynicism in Consumer Habits with Voice Assistants: A Technology Acceptance Model Perspective

Abstract

This study aims to understand the drivers behind the usage habits of voice assistants (VAs). To do so, we extend the Technology Acceptance Model in conjunction with the concept of privacy cynicism, a cognitive process that remains understudied in the academic literature. The model is validated using PLS analysis through Smart-PLS. Data gathered via MTurk includes 265 actual VAs users. It is observed that ease of use and perceived usefulness have a positive impact on attitude toward the usage of VAs, while privacy cynicism has a negative impact. Moreover, it is found that privacy cynicism has a positive impact on trust based on the usage of VAs. Interestingly, attitudes toward the usage of VAs does not fully explain the consumers’ VA usage habits.