Abstract
To explain customers’ willingness to use smart speakers for online shopping (voice-commerce) an integrated explanatory model was developed. The model is based on the Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2), which was expanded from the original model to include the construct of “perceived risk.” The postulated associations were studied using a structural equation model. The most significant and substantial factors influencing the willingness of German online shoppers to use smart speakers throughout different phases of the customer journey proved to be hedonic motivation and performance expectancy. Meanwhile, perceived effort expectancy had an indirect influence on intention to use. Perceived risk has a negative effect on intention to use. Prior experience with and perceived price value of smart speakers has less influence on the intention to use smart speakers in voice commerce.
Published Version
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