Societal Impacts of IS
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Paper Number
1569
Paper Type
Completed
Description
Driven by artificial intelligence (AI), in-home voice assistants (VA) emerge as an integral part of an individual's everyday life. As social structures and processes expand into a digital society, information system (IS) research started to examine this intertwinement and identified information technology (IT) identity as a concept to grasp IT use behavior. However, research on IT identity in connection with VAs is rare. To close this gap, we developed and empirically tested a conceptual model (n = 322 VA users). Our results show that symbolic value and hedonic motivation strengthen IT identity, while privacy concerns relate negatively. Moreover, IT identity enhances deep use and social presence and mediates the relationship between symbolic value/hedonic motivation and deep use/social presence. Our study provides critical theoretical and practical implications regarding use behavior and social presence of in-home VAs. Moreover, we contribute to a deeper understanding of IT identity.
Recommended Citation
Diel, Soeren; Höger, Carolin; and Schick, Doreen, "Alexa – Welcome to the Family! IT Identity's Mediating Role on Social Presence and Deep Use of In-Home Voice Assistants" (2021). ICIS 2021 Proceedings. 5.
https://aisel.aisnet.org/icis2021/soc_impact/soc_impact/5
Alexa – Welcome to the Family! IT Identity's Mediating Role on Social Presence and Deep Use of In-Home Voice Assistants
Driven by artificial intelligence (AI), in-home voice assistants (VA) emerge as an integral part of an individual's everyday life. As social structures and processes expand into a digital society, information system (IS) research started to examine this intertwinement and identified information technology (IT) identity as a concept to grasp IT use behavior. However, research on IT identity in connection with VAs is rare. To close this gap, we developed and empirically tested a conceptual model (n = 322 VA users). Our results show that symbolic value and hedonic motivation strengthen IT identity, while privacy concerns relate negatively. Moreover, IT identity enhances deep use and social presence and mediates the relationship between symbolic value/hedonic motivation and deep use/social presence. Our study provides critical theoretical and practical implications regarding use behavior and social presence of in-home VAs. Moreover, we contribute to a deeper understanding of IT identity.
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06-Socimpact