Respect de la vie privée et usage des assistants personnels intelligents à travers les générations
Mots-clés :
Uses and Gratifications Theory, Intelligent Virtual Assistant, Privacy Concerns, Continuance Intention to use, Generational EffectRésumé
Cet article s’intéresse à la question de la continuation d’usage des assistants personnels virtuels (APV) à travers les générations. En effet, la pérennité de ces outils dépend potentiellement des gratifications qu’ils sont en mesure de délivrer à leurs utilisateurs au cours du temps. Par ailleurs, les craintes perçues de divulgation de la vie privée pouvant découler de cet usage pourraient constituer un facteur inhibant des intentions post-adoptives. De plus, la pression sociale peut affecter positivement ou négativement ces intentions, en fonction du contexte et des spécificités des utilisateurs. De ce point de vue, notre but est d’apporter des éclairages à une problématique encore peu investiguée dans la littérature: la post-adoption des outils numériques interactifs basés sur la voix et l’effet générationnel. Sur la base de la théorie des usages et des gratifications et la littérature sur les normes sociales et la vie privée, nous avons construit un modèle de recherche qui mesure les effets des gratifications utilitaires et hédoniques, les normes subjectives et la masse critique, ainsi que les effets directs et modérateurs des craintes en matière de vie privée. Le modèle est ensuite testé par la technique de la modélisation par les équations structurelles auprès d’une population de 295 utilisateurs comportant trois cohortes, issues respectivement des générations Y, X et Baby-boomers. Les résultats montrent le pouvoir déterminant positif des usages utilitaires et hédoniques, des normes subjectives et de la masse critique. Comme attendu, la variable ‘craintes en matière de vie privée’ est négativement corrélée à l’intention de continuité des APVs. Il a également été démontré que l’effet des normes subjectives diffère en fonction de l’intensité perçue des craintes en matière de vie privée. Ces résultats sont ensuite affinés pour chaque génération, les différences générationnelles mises en perspective et leurs implications théoriques et managériales discutées.
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