Privacy and Intelligent Virtual Assistants Usage through Generations

Authors

  • Hajer Kefi Paris School of Business
  • Ekaterina Besson Paris School of Business
  • Karina Sokolova Paris School of Business
  • Chiraz Aouina-Mejri Paris School of Business

Keywords:

Uses and Gratifications Theory, Intelligent Virtual Assistant, Privacy Concerns, Continuance Intention to use, Generational Effect

Abstract

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.

Author Biographies

Hajer Kefi, Paris School of Business

Hajer Kefi is a Full Professor of Management Information Systems and Digital Marketing in EMLV Ecole de Management Léonard de Vinci. She is an invited professor in the National University of Singapore. Her research interests include social media analytics, EWOM and influencer marketing, Information Technology ethics, Information Technology and Museology, Dark Side of digital devices usage (addiction and technostress). She received a PhD degree in Management Science from the University of Paris Dauphine and a post-doctoral degree in Research Supervision (HDR) from the University of Paris Sud, France. She has obtained several awards, such as the Best Dissertation in Management Information Systems (FNEGE/Robert Reix) Award and many Best Papers awards in different international conferences. Her work has appeared in two books and several book chapters, and also in numerous research articles in premier scientific journals, such as Journal of Business Research, Journal of Strategic Information Systems, Information Technology and People, International Journal of Information Management, Journal of Retailing and Consumer Services, Management International and Systèmes d’Information et Management.

Ekaterina Besson, Paris School of Business

Ekaterina Besson holds a PhD from the University of Birmingham and is an Associate Professor at Paris School of Business. She is a member of the new Practices for Innovation and Creativity chair (newPIC). Her research interests include social media usage, artificial intelligence-based technology adoption, business services and knowledge integration. Ekaterina’s publications are within the domain of information technology, innovation management and business services.

Karina Sokolova, Paris School of Business

Karina Sokolova holds an engineer’s degree and PhD from the University of Technology of Troyes. She is currently an Associate Professor at Paris School of Business. Her research interests include social media analysis, cyber security, privacy and, more generally, the influence of new technologies and media. She has authored multiple books.

Chiraz Aouina-Mejri, Paris School of Business

Chiraz Aouina-Mejri (PhD, Paris-Est University) is an associate professor at Paris School of Business). Her research interests include corporate social responsibility, consumer’s resistance and consumer behavior. Her research has been published in such journals as International Journal of Market Research, Journal of Retailing and Consumer Services and Journal of Business Research. Her research has also been presented at numerous national and international marketing conferences.

References

Ajzen, I. (1991), “The theory of planned behavior”, Organizational Behavior and Human Decision Processes, Vol. 50, pp. 179–211.

Ajzen, I. (2011), “The theory of planned behaviour: Reactions and reflections”, Psychology and Health, Vol. 26 No. 9, pp. 1113–1127.

Al-Debei, M.M., Al-Lozi, E. and Papazafeiropoulou, A. (2013), “Why people keep coming back to Facebook: Explaining and predicting continuance participation from an extended theory of planned behaviour perspective”, Decision Support Systems, Elsevier B.V., Vol. 55 No. 1, pp. 43–54.

Alsaad, A., Mohamad, R. and Ismail, N.A. (2017), “The moderating role of trust in business to business electronic commerce (B2B EC) adoption”, Computers in Human Behavior, Vol. 68, pp. 157–169.

Ashraf, R.U., Hou, F. and Ahmad, W. (2019), “Understanding Continuance Intention to Use Social Media in China: The Roles of Personality Drivers, Hedonic Value, and Utilitarian Value”, International Journal of Human-Computer Interaction, Taylor & Francis, Vol. 35 No. 13, pp. 1216–1228.

Asmi, F. and Ishaya, T. (2012), “Understanding the Behavior of the Elderly towards Internet Banking in the UK”, The Second International Conference on Social Eco-Informatics (SOTICS), pp. 100–106.

Barclay, D., Thompson, R. and dan Higgins, C. (1995), “The Partial Least Squares (PLS) Approach to Causal Modeling: Personal Computer Adoption and Use an Illustration”, Technology Studies, Vol. 2 No. 2, pp. 285–309.

Basak, E. and Calisir, F. (2015), “An empirical study on factors affecting continuance intention of using Facebook”, Computers in Human Behavior, Elsevier Ltd, Vol. 48, pp. 181–189.

Bélanger, F. and Crossler, R.E. (2011), “Privacy in the digital age: A review of information privacy research in information systems”, MIS Quarterly: Management Information Systems, Vol. 35 No. 4, pp. 1017–1041.

Bergström, A. (2015), “Online privacy concerns: A broad approach to understanding the concerns of different groups for different uses”, Computers in Human Behavior, Vol. 53, pp. 419–426.

Bhattacherjee, A. (2001), “Understanding Information Systems Continuance: An Expectation-Confirmation Model”, MIS Quarterly, Vol. 25 No. 3, pp. 351–370.

Bikhchandani, S., Hirshleifer, D. and Welch, I. (1992), “A theory of fads, fashion, custom, and cultural change as informational cascades”, Journal of Political Economy, Vol. 100 No. 5, pp. 992–1026.

Brown, S. and Venkatesh, V. (2005), “M Odel of a Doption of T Echnology in H Ouseholds : a B Aseline M Odel T Est and E Xtension I Ncorporating”, MIS Quarterly, Vol. 29 No. 3, pp. 399–426.

Burns, M.B. and Igou, A. (2019), “‘Alexa, Write an Audit Opinion’: Adopting Intelligent Virtual Assistants in Accounting Workplaces”, Journal of Emerging Technologies in Accounting, Vol. 16 No. 1, pp. 81–92.

Chaouali, W. (2016), “Once a user, always a user: Enablers and inhibitors of continuance intention of mobile social networking sites”, Telematics and Informatics, Elsevier Ltd, Vol. 33 No. 4, pp. 1022–1033.

Chen, A., Lu, Y., Wang, B., Zhao, L. and Li, M. (2013), “What drives content creation behavior on SNSs? A commitment perspective”, Journal of Business Research, Elsevier Inc., Vol. 66 No. 12, pp. 2529–2535.

Chen, K. and Chan, A.H.S. (2014), “Predictors of gerontechnology acceptance by older Hong Kong Chinese”, Technovation, Elsevier, Vol. 34 No. 2, pp. 126–135.

Cheolho, Y. and Rolland, E. (2015), “Understanding continuace use in social networking services”, Journal of Computer Information Systems, Vol. 55 No. 2, pp. 1–8.

Cheung, C.M.K. and Lee, M.K.O. (2010), “A theoretical model of intentional social action in online social networks”, Decision Support Systems, Elsevier B.V., Vol. 49 No. 1, pp. 24–30.

Chin, W.W. (1998), “The partial least squares approach to structural equation modeling”, Modern Methods for Business Research, Vol. 295, pp. 295–336.

Chopdar, P.K. and Sivakumar, V.J. (2019), “Understanding continuance usage of mobile shopping applications in India: the role of espoused cultural values and perceived risk”, Behaviour and Information Technology, Taylor & Francis, Vol. 38 No. 1, pp. 42–64.

Chung, H., Iorga, M., Voas, J. and Lee, S. (2017), “Alexa, Can i Trust You?”, Computer, Vol. 50 No. 9, pp. 100–104.

Chung, H., Park, J. and Lee, S. (2017), “Digital forensic approaches for Amazon Alexa ecosystem”, DFRWS 2017 USA - Proceedings of the 17th Annual DFRWS USA.

Dinev, T. and Hart, P. (2006), “An extended privacy calculus model for e-commerce transactions”, Information Systems Research, Vol. 17 No. 1, pp. 61–80.

Dolan, R., Conduit, J., Fahy, J. and Goodman, S. (2016), “Social media engagement behaviour: a uses and gratifications perspective”, Journal of Strategic Marketing, Vol. 24 No. 3–4, pp. 261–277.

Dorai, G., Houshmand, S. and Baggili, I. (2018), “I know what you did last summer: Your smart home internet of things and your iPhone forensically ratting you out”, ACM International Conference Proceeding Series.

Fishbein, M. and Ajzen, I. (1975), Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Researche, Addison-Wesley, Reading, MA.

Fornell, C. and Cha, J. (1994), “Partial Least Squares”, Advanced Methods of Marketing Research, Vol. 407, pp. 52–78.

Fornell, C. and Larcker, D.F. (1981), “Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics”, Journal of Marketing Research, Vol. 18 No. 3, pp. 382–388.

Gan, C. and Li, H. (2018), “Understanding the effects of gratifications on the continuance intention to use WeChat in China: A perspective on uses and gratifications”, Computers in Human Behavior, Vol. 78, pp. 306–315.

Goodhue, D.L., Lewis, W. and Thompson, R. (2012), “Does pls have advantages for small sample size or non-normal data?”, MIS Quarterly: Management Information Systems, Vol. 36 No. 3, pp. 981–1001.

Granovetter, M. (1978), “Threshold Models of Collective Behavior”, American Journal of Sociology, Vol. 83 No. 6, pp. 1420–1443.

Granovetter, M. and Soong, R. (1983), “Threshold models of diffusion and collective behavior”, The Journal of Mathematical Sociology, Vol. 9 No. 3, pp. 165–179.

Hair, J.F., Sarstedt, M., Ringle, C.M. and Mena, J.A. (2011), “An assessment of the use of partial least squares structural equation modeling in marketing research”, Journal of the Academy of Marketing Science, Vol. 40 No. 3, pp. 414–433.

Hair, J.F., Sarstedt, M., Ringle, C.M. and Mena, J.A. (2012), “An assessment of the use of partial least squares structural equation modeling in marketing research”, Journal of the Academy of Marketing Science, Vol. 40 No. 3, pp. 414–433.

Han, S. and Yang, H. (2018), “Understanding adoption of intelligent personal assistants: A parasocial relationship perspective”, Industrial Management and Data Systems, Vol. 118 No. 3, pp. 618–636.

Hernaus, T. and Pološki Vokic, N. (2014), “Work design for different generational cohorts : Determining common and idiosyncratic job characteristics”, Journal of Organizational Change Management, Vol. 27 No. 4, pp. 615–641.

Hershatter, A. and Epstein, M. (2010), “Millennials and the world of work: An organization and management perspective”, Journal of Business and Psychology, Vol. 25 No. 2, pp. 211–223.

Islam, A.K.M.N., Mäntymäki, M. and Kefi, H. (2019), “Decomposing social networking site regret: a uses and gratifications approach”, Information Technology and People.

Joinson, A.N., Reips, U.D., Buchanan, T. and Schofield, C.B.P. (2010), “Privacy, trust, and self-disclosure online”, Human-Computer Interaction, Vol. 25 No. 1, pp. 1–24.

Katz, E., Blumler, J.G. and Gurevitch, M. (1973), “Uses and Gratifications Research”, Public Opinion Quarterly, Vol. 37 No. 4, p. 509.

Kim, B. (2011), “Understanding antecedents of continuance intention in social-networking services”, Cyberpsychology, Behavior, and Social Networking, Vol. 14 No. 4, pp. 199–205.

Ku, Y.C., Chen, R. and Zhang, H. (2013), “Why do users continue using social networking sites? An exploratory study of members in the United States and Taiwan”, Information and Management, Elsevier B.V., Vol. 50 No. 7, pp. 571–581.

Kumar, A. and Lim, H. (2008), “Age differences in mobile service perceptions: Comparison of Generation Y and baby boomers”, Journal of Services Marketing, Vol. 22 No. 7, pp. 568–577.

Lai, W. and Zhao, L. (2019), “Exploring the influencing factors of undergraduates’ continuance intentions in e-reading APPs (Eifuciea)”, International Journal of Information and Education Technology, Vol. 9 No. 12, pp. 924–932.

Lancelot Miltgen, C., Popovič, A. and Oliveira, T. (2013), “Determinants of end-user acceptance of biometrics: Integrating the ‘big 3’ of technology acceptance with privacy context”, Decision Support Systems, Vol. 56, pp. 103–114.

Lariscy, R.W., Tinkham, S.F. and Sweetser, K.D. (2011), “Kids these days: Examining differences in political uses and gratifications, internet political participation, political information efficacy, and cynicism on the basis of age”, American Behavioral Scientist, Vol. 55 No. 6, pp. 749–764.

LaRose, R. and Eastin, M.S. (2002), “A Social Cognitive Explanation of Internet Usage : Toward a New Theory of Media Atten ... Page 1 of 15”, Journal of Broadcasting & Electronic Media, Vol. 48 No. 3, pp. 358–377.

Li, H., Liu, Y., Xu, X., Heikkilä, J. and Van Der Heijden, H. (2015), “Modeling hedonic is continuance through the uses and gratifications theory: An empirical study in online games”, Computers in Human Behavior, Vol. 48, pp. 261–272.

Liao, Y., Vitak, J., Kumar, P., Zimmer, M. and Kritikos, K. (2019), “Understanding the Role of Privacy and Trust in Intelligent Personal Assistant Adoption”, Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), pp. 102–113.

Lin, T.-H., Lu, H.-P., Hsiao, K.-L. and Hsu, H.-H. (2014), “Continuance Intention of Facebook Check-in Service Users: an Integrated Model.”, Social Behavior & Personality: An International Journal, Vol. 42 No. 10, pp. 1745–1760.

Mahardika, H., Thomas, D., Ewing, M.T. and Japutra, A. (2019), “Predicting consumers’ trial/adoption of new technology: revisiting the behavioral expectations–behavioral intentions debate”, International Review of Retail, Distribution and Consumer Research, Routledge, Vol. 29 No. 1, pp. 99–117.

Maier, C., Laumer, S. and Eckhardt, A. (2011), “Technology Adoption by Elderly People - An Empirical Analysis of Adopters and Non-Adopters of Social Networking Sites”, Wirtschaftsinformatik Proceedings, paper 25.

McLean, G. and Osei-Frimpong, K. (2019), “Hey Alexa … examine the variables influencing the use of artificial intelligent in-home voice assistants”, Computers in Human Behavior, Vol. 99 No. May, pp. 28–37.

Millar, C.C.J.M. and Culpin, V. (2014), “AGE-ility challenges, and management agendas for the organisation”, Journal of Organizational Change Management, Vol. 27 No. 4, pp. 542–549.

Moorthy, E.A. and Vu, K.P.L. (2015), “Privacy Concerns for Use of Voice Activated Personal Assistant in the Public Space”, International Journal of Human-Computer Interaction, Vol. 31 No. 4, pp. 307–335.

Morris, M.G. and Venkatesh, V. (2000), “Age Differences in Technology Adoption Decisions: Implications for a Changing Work Force”, Personnel Psychology, Vol. 53 No. 2, pp. 375–403.

Nunnally, J. and Bernstein, I. (1994), “Psychometric Theory, 3rd edn, 1994”, McGraw-Hill, New York, Vol. 3, p. 701.

Pfeil, U., Arjan, R. and Zaphiris, P. (2009), “Age differences in online social networking – A study of user profiles and the social capital divide among teenagers and older users in MySpace”, Computers in Human Behavior, Pergamon, Vol. 25 No. 3, pp. 643–654.

Pradhan, A., Mehta, K. and Findlater, L. (2018), “‘Accessibility came by accident’: Use of voice-controlled intelligent personal assistants by people with disabilities”, Conference on Human Factors in Computing Systems - Proceedings, ACM, New York.

Rauschnabel, P.A., He, J. and Ro, Y.K. (2018), “Antecedents to the adoption of augmented reality smart glasses: A closer look at privacy risks”, Journal of Business Research, Vol. 92, pp. 374–384.

Ringle, C., Wende, S. and Becker, J. (2015), “SmartPLS 3. Bönningstedt: SmartPLS”, Retrieved from Http://Www.Smartpls.Com.

Saad, U., Afzal, U., El-Issawi, A. and Eid, M. (2017), “A model to measure QoE for virtual personal assistant”, Multimedia Tools and Applications, Multimedia Tools and Applications, Vol. 76 No. 10, pp. 12517–12537.

Santos, J., Rodrigues, J.J.P.C., Silva, B.M.C., Casal, J., Saleem, K. and Denisov, V. (2016), “An IoT-based mobile gateway for intelligent personal assistants on mobile health environments”, Journal of Network and Computer Applications, Elsevier, Vol. 71, pp. 194–204.

Sawang, S., Sun, Y. and Salim, S.A. (2014), “It’s not only what i think but what they think! the moderating effect of social norms”, Computers and Education, Vol. 76, pp. 182–189.

Schepers, J. and Wetzels, M. (2007), “A meta-analysis of the technology acceptance model: Investigating subjective norm and moderation effects”, Information and Management, Vol. 44 No. 1, pp. 90–103.

Van Slyke, C., Ilie, V., Lou, H. and Stafford, T. (2007), “Perceived critical mass and the adoption of a communication technology”, European Journal of Information Systems, Vol. 16 No. 3, pp. 270–283.

Stafford, T.F., Stafford, M.R. and Schkade, L.L. (2004), “Determining uses and gratifications for the internet”, Decision Sciences, Vol. 35 No. 2, pp. 259–288.

Straub, D., Limayem, M. and Karahanna-Evaristo, E. (1995), “Measuring System Usage: Implications for IS Theory Testing”, Management Science, Vol. 41 No. 8, pp. 1328–1342.

Sundar, S.S., Jung, E.H., Waddell, T.F. and Kim, K.J. (2017), “Cheery companions or serious assistants? Role and demeanor congruity as predictors of robot attraction and use intentions among senior citizens”, International Journal of Human Computer Studies, Vol. 97, pp. 88–97.

Tan, M. and Teo, T.S.H. (2000), “Factors Influencing the Adoption of Internet Banking”, Journal of the Association for Information Systems, Vol. 1 No. 1, pp. 1–44.

Todorov, J., Valkanov, V., Daskalov, B. and Popchev, I. (2018), “Personal Assistants in a Virtual Education Space”, in Sgurev, V., Jotsov, V. and Kacprzyk, J. (Eds.), Practical Issues of Intelligent Innovations.

Xu, C., Ryan, S., Prybutok, V. and Wen, C. (2012), “It is not for fun: An examination of social network site usage”, Information and Management, Elsevier B.V., Vol. 49 No. 5, pp. 210–217.

Yang, H. and Lee, H. (2019), “Understanding user behavior of virtual personal assistant devices”, Information Systems and E-Business Management, Springer Berlin Heidelberg, Vol. 17 No. 1, pp. 65–87.

Zeng, E., Mare, S., Roesner, F. and Allen, P.G. (2017), “End User Security and Privacy Concerns with Smart Homes End User Security & Privacy Concerns with Smart Homes”, Proceedings of the Thirteenth Symposium on Usable Privacy and Security.

Zhao, L., Lu, X. and Hu, Y. (2018), “A Proposed Theoretical Model of Discontinuous Usage of Voice-Activated Intelligent Personal Assistants (IPAs) Recommended Citation”, Proceedings of the 22nd Pacific Asia Conference on Information Systems (PACIS), pp. 1–8.

Zhao, Y., Ni, Q. and Zhou, R. (2018), “What factors influence the mobile health service adoption? A meta-analysis and the moderating role of age”, International Journal of Information Management, Vol. 43 No. December 2016, pp. 342–350.

Zhou, T. and Li, H. (2014), “Understanding mobile SNS continuance usage in China from the perspectives of social influence and privacy concern”, Computers in Human Behavior, Vol. 37 No. June 2018, pp. 283–289.

Published

2021-04-01

How to Cite

Kefi, H., Besson, E., Sokolova, K., & Aouina-Mejri, C. (2021). Privacy and Intelligent Virtual Assistants Usage through Generations. Systèmes d’Information Et Management (French Journal of Management Information Systems), 26(2), 43–76. Retrieved from https://revuesim.org/index.php/sim/article/view/1083

Issue

Vol. 26 No. 2 (2021)

Section

Empirical research

License

The author bears the responsibility for checking whether material submitted is subject to copyright or ownership rights (e.g. figures, tables, photographs, illustrations, trade literature and data). The author will need to obtain permission to reproduce any such items, and include these permissions with their final submission.

It is our policy to ask all contributors to transfer for free the copyright in their contribution to the journal owner. There are two broad reasons for this:

  • ownership of copyright by the journal owner facilitates international protection against infringement of copyright, libel or plagiarism;
  • it also ensures that requests by third parties to reprint or reproduce a contribution, or part of it, in either print or electronic form, are handled efficiently in accordance with our general policy which encourages dissemination of knowledge within the framework of copyright.

 

In conformity with the French law, the author keeps the 'moral rights' related to the article:

  • The 'authorship right': It is the author's right to have his name associated with each publication and exploitation of the article.
  • The 'integrity right': It can be claimed by the author if he finds that during an exploitation, his work has been distorted (cutting, reassembly...).