Examining the context‐specific reasons and adoption of artificial intelligence‐based voice assistants: A behavioural reasoning theory approach
Shaista Anayat, Gowhar Rasool, Anjali Pathania
Abstract
Abstract AI‐based voice assistants are some of the most popular consumer products of artificial intelligence technology. This study investigates the influence of the reasoning process on overall consumer attitudes and adoption intentions towards AI‐based voice assistants. Behavioural reasoning theory was applied to hypothesize relationships between values, context‐specific reasons, attitudes, and adoption intention. Partial least squares structural equation modelling was used to test the research model and hypotheses using data from 550 potential consumers in India. This research suggests a positive influence of consumers' ‘reasons for’ on their attitude and adoption intentions towards AI‐based voice assistants, as well as a favourable impact of consumers' values on ‘reasons for’. This study discovered that ‘reasons for’ and ‘reasons against’ are not only opposites but are entirely autonomous and have an independent impact on consumers' attitudes towards AI‐based voice assistants. This research improved our understanding of AI‐based product adoption by identifying the paramount role of consumers' values and the ‘reasons for’ and ‘reasons against’ in shaping their attitudes and adoption intentions towards AI‐based voice assistants.