IS Implementation & Adoption

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Paper Number

2114

Paper Type

Completed

Description

Intelligent Personal Assistants (IPAs) are increasingly being integrated in many consumer products such as smartphones or cars. However, according to recent research only 50% of the population is using IPAs displaying a certain resistance behavior. Moreover, studies on the reasons for IPA resistance are not available. Consequently, our study strives to close this research gap by identifying key drivers of innovation resistance and adoption behavior of IPAs. Using a large-scale online survey (n=168) we find that individual differences, data privacy concerns, trust in AI and perceived creepiness play an important role for innovation resistance. More specifically, trust in AI applications partially mediates the relationship between individual differences and innovation resistance. Additionally, perceived creepiness fully mediates the relationship between AI data privacy concerns and innovation resistance. Our results provide valuable implications for the development and marketing of IPAs emphasizing the importance of trust and perceived creepiness for a customer’s innovation resistance.

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Dec 12th, 12:00 AM

Alexa, you freak me out – Identifying drivers of innovation resistance and adoption of Intelligent Personal Assistants

Intelligent Personal Assistants (IPAs) are increasingly being integrated in many consumer products such as smartphones or cars. However, according to recent research only 50% of the population is using IPAs displaying a certain resistance behavior. Moreover, studies on the reasons for IPA resistance are not available. Consequently, our study strives to close this research gap by identifying key drivers of innovation resistance and adoption behavior of IPAs. Using a large-scale online survey (n=168) we find that individual differences, data privacy concerns, trust in AI and perceived creepiness play an important role for innovation resistance. More specifically, trust in AI applications partially mediates the relationship between individual differences and innovation resistance. Additionally, perceived creepiness fully mediates the relationship between AI data privacy concerns and innovation resistance. Our results provide valuable implications for the development and marketing of IPAs emphasizing the importance of trust and perceived creepiness for a customer’s innovation resistance.

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