RT Journal Article
T1 Impact of perceived value on intention to use voice assistants: the moderating effects of personal innovativeness and experience.
A1 Molinillo-Jiménez, Sebastián
A1 Rejón-Guardia, Francisco
A1 Anaya-Sánchez, Rafael
A1 Liébana Cabanillas, Francisco
K1 Inteligencia artificial
AB Voice assistants (VAs), such as Alexa, Siri and Google Assistant, are instruments increasingly used by consumers to perform daily tasks. The objectives of the present study are to examine the antecedents of consumers’ continuance intention to use VAs and the moderating effects of personal innovativeness and experience. Based on behavioral reasoning theory, a research model is proposed to provide insights into the drivers of continuance intention to use. Two empirical studies, based on data collected via online surveys, were conducted. The model was analyzed through partial least squares structural equation modeling. The findings of the studies showed that emotional value and performance expectancy were key antecedents of continuance intention to use, which in turn positively influenced actual use and word-of-mouth intention. In contrast, quality value was a significant antecedent of continuance intention to use in only one of the two studies, and the influence of price value, social value, effort expectancy and privacy risk were not found to be significant. However, the second study showed that several of these relationships are moderated by the consumer’s experience and personal innovativeness; specifically, less innovative users are sensitive to quality value and experienced users are sensitive to social value.
PB Wiley
YR 2023
FD 2023
LK https://hdl.handle.net/10630/28465
UL https://hdl.handle.net/10630/28465
LA eng
NO Molinillo, S., Rejón‐Guardia, F., Anaya‐Sánchez, R., & Liébana‐Cabanillas, F. (2023). Impact of perceived value on intention to use voice assistants: the moderating effects of personal innovativeness and experience. Psychology & Marketing, 40(11), 2272-2290.
NO This research was supported by the Andalusian Research, Development and Innovation Plan (PAIDI 2020), Grant: Group SEJ‐567(Spain). Funding for the open access charge was provided by the Universidad de Málaga/CBUA.
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 21 ene 2026