Privacy and Intelligent Virtual Assistants Usage through Generations
Keywords:Uses and Gratifications Theory, Intelligent Virtual Assistant, Privacy Concerns, Continuance Intention to use, Generational Effect
In this paper, we develop a research model of users’ gratifications and continuance intention to use Intelligent Virtual Assistants (IVAs). Drawing on Uses and Gratifications Theory (UGT), we consider that utilitarian and hedonic gratifications, jointly with perceived subjective norms and perceived critical mass could affect positively IVA users’ continuance intention. Whereas, perceived privacy concerns construct could play an inhibiting role of this continuance intention. Our model is tested within a population of 295 users representing generations Y, X and Baby Boomers. Structural Equation Modeling techniques have been applied and have generated results showing significant differences between the three sub-samples, especially concerning privacy concerns which are not perceived by seniors as a constraint to their IVA’s continuance intention. This study contributes to the literature on Artificial Intelligent-based devices usage, UGT, privacy concerns and generational effect. It also provides vendors developing these tools with useful insights on how to retain their users depending on their age.
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