Voice user interfaces

: a consumer behavior perspective in the perception and intention to adopt smart speakers in German households

Abstract

Voice user interfaces have become increasingly popular, and many consumer-level products containing this technology have been launched to the market. One of these products is the smart speaker, which shows high potential for consumer adoption. Companies will be interested in entering this lucrative market, simplifying people’s life and making the smart speaker a mainstream product. However, not many studies focus on the consumer behavior perspective. This dissertation aims to explore factors that influence the perception and intention to use smart speakers in German households, by proposing and analyzing an extended technology acceptance model (TAM). Data includes secondary data as well as primary data, from qualitative and quantitative analysis. The result showed that the factors attitude, household size for users and non-users and perceived usefulness, social influence and interest in innovation influences the intention to use smart speaker, whereas the perception and attitude is influenced by perceived usefulness (PU) and privacy concerns. Following these study results, companies should try to optimize the features of smart speaker to guarantee a higher perceived usefulness, tackle privacy concerns and investing in right targeted consumer group marketing campaigns. This study gives a solid basis for further research in the field of voice user interfaces and gives managerial implications for companies.

Date of Award	28 Apr 2021
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Daniel Fernandes (Supervisor) & Miguel Fontes Rita (Co-Supervisor)