Alexa! Examine privacy perception and acceptance of voice-based artificial intelligence among digital natives

Abstract

Technological advancements, globalization, and digitalization have initiated various innovations across the globe transforming consumer needs and their ways to interact with brands and technology. Voice-based Artificial Intelligence, for the past few years, has been widely accepted and used by consumers worldwide for routine and special purposes. Nowadays, its presence can be felt across the majority of sectors like Healthcare, Education & Training, Entertainment, Automobile, and Retail. With its exciting unique features and convenience, there is no denial of voice being the future. Consumers have the power to decide the fate and success of an innovation. Thus, it is essential for organizations, innovators, and marketers who wish to increase technology adoption rates and reduce the barriers to acceptance of voice-based artificial intelligence among digital natives to evaluate the influence of numerous variables. This study aims to identify the motivators and inhibitors of the adoption of voice assistants among digital natives along with understanding their privacy perceptions about voice-based artificial intelligence. To examine the acceptance of voice-based artificial intelligence and its usage by youngsters, the researchers have proposed a comprehensive model to examine the relationship between various variables affecting consumer behaviourial intention. The study will be a significant addition to the previous literature as very limited studies have tried to understand the acceptance of voice assistants taking digital natives as consumers.