An Integrated TAM/ISS Model Based PLS-SEM Approach for Evaluating the Continuous Usage of Voice Enabled IoT Systems

Abstract

The Voice Assistant (VA) market is emerging rapidly. Considering the unique features of voice technology, primarily with respect to its ability to provide a total hands-free way of communication, existing technology acceptance models might not be comprehensive enough to explain the users’ attitudes towards using this technology. Moreover, extant research on VAs are fragmented, with two separate directions. The first one takes a technology acceptance based approach, whereas the second one takes a user satisfaction based approach for explaining the usage of the VAs. In this work a comprehensive model is proposed by integrating the two separate research directions together incorporating the concepts from Technology Acceptance Model (TAM) and Wixom & Todd Information System Success Model (W&T ISS). Data is gathered using an online survey from 419 people, and the results are analyzed using the Partial Least Squares Structural Equation Modelling. Results show a statistically significant positive association between the object-based beliefs and attitudes (Information Quality, System Quality, Service Quality) with the behavioral-based beliefs and attitudes (Perceived Usefulness, Perceived Ease of Use, Perceived Enjoyment). Among the two other contextual factors the effect of privacy risk is found to be non-significant, whereas that of perceived compatibility is significant. Overall, the proposed research model has a good fit ( $${R}^{2}=64.6\%$$ ). Based upon the results, appropriate theoretical and practical implications are discussed.