Factors affecting customers’ intention to voice shopping over smart speaker從智慧音箱品質、互補性與隱私風險探討影響智慧音箱使用者語音購物因素

AI-enabled applications such as smart speakers (e.g. Amazon’s Alexa and Google’s Nest Audio) have been widely accepted in the home and workplace. In addition to their native functionality, such devices allow for integration of and access to third party services such as music streaming, internet of things applications and e-commerce. This study seeks to better explain factors that increase device usage ‘stickiness’, particularly that of the voice shopping function in terms of information system quality, perceived complementarity, perceived value and privacy risk. This study uses survey data from 291 smart speaker users to empirically model the effect of such factors on device stickiness and intention to purchase products/services via smart speakers. Overall, the results reveal that voice recognition quality, utilitarian and hedonic value, and perceived privacy risk explain about 71% of smart speaker stickiness which then determines 58% of voice shopping intention.