PACIS 2021 Proceedings

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Voice assistants are artificial intelligence (AI)-based technologies widely adopted by consumers today. However, firms offering business services like voice shopping through voice assistants fail to meet consumer expectations. The theory of affordances highlights perceived intelligence as a crucial AI-specific factor affecting consumer adoption of business services offered through voice assistants. Perceived intelligence is conceptualised and operationalised using four dimensions: perception, comprehension, action, and learning. An instrument was developed to measure each dimension and subdimension of perceived intelligence and their effects on consumer adoption of voice assistants in the voice shopping context. Empirical analyses established item and construct validity of the measurement instrument. Survey data from 278 participants revealed that perception, action, and learning dimensions of perceived intelligence significantly affect consumer adoption of voice assistants. The implications for consumer adoption of business services offered through voice assistants are discussed.



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