Smart speaker adoption is on the rise, yet many people express privacy concerns regarding the invasive nature of these devices. Increasing adoption coupled with paradoxical behavior where people disclose information in spite of privacy concerns may leave smart speaker users susceptible to privacy invasion. To investigate the relationships between privacy concerns, usage and disclosure behavioural intentions in a smart speaker context, we developed a novel model that integrates the Technology Acceptance Model with the privacy calculus model. The model was tested using a quantitative cross-sectional survey. The data was analyzed using partial least squares structural equation modelling. The results indicate near full support for the model. The implications are that if more adoption and use were to take place, consumer perceptions of usefulness, ease of use and trust should be enhanced, a critical mass of users should be achieved, and perceived privacy risks and concerns related to these devices and services should be lowered.

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Exploring Smart Speaker Disclosure and Adoption Intentions: A Privacy Adoption Calculus Perspective

  • Dane Vanderkooi,
  • Atefeh Mashatan,
  • Ozgur Turetken

摘要

Smart speaker adoption is on the rise, yet many people express privacy concerns regarding the invasive nature of these devices. Increasing adoption coupled with paradoxical behavior where people disclose information in spite of privacy concerns may leave smart speaker users susceptible to privacy invasion. To investigate the relationships between privacy concerns, usage and disclosure behavioural intentions in a smart speaker context, we developed a novel model that integrates the Technology Acceptance Model with the privacy calculus model. The model was tested using a quantitative cross-sectional survey. The data was analyzed using partial least squares structural equation modelling. The results indicate near full support for the model. The implications are that if more adoption and use were to take place, consumer perceptions of usefulness, ease of use and trust should be enhanced, a critical mass of users should be achieved, and perceived privacy risks and concerns related to these devices and services should be lowered.