How do potential users perceive the adoption of new technologies within the field of Artificial Intelligence and Internet-of-Things? - A revision of the UTAUT 2 model using Voice Assistants

University essay from Lunds universitet/Företagsekonomiska institutionen

Abstract: The following study investigates the perception potential users have when considering the adoption of voice assistants (VAs). VAs are considered to possess characteristics linkable to both, Artificial Intelligence (AI) and the Internet-of-Things (IoT). This thesis aims to provide a deeper understanding of the determinants influencing the adoption of the new VA technology using the Unified Theory of Acceptance and Use of Technology 2 model (UTAUT 2), a theoretical model explaining technology adoption and usage behaviour. The amount of gadgets being released to the market which possess characteristics of the AI and IoT technology increases constantly, while the 2012 version of the UTAUT 2 model was not constructed for these. In a qualitative approach conducting four focus groups, the aim of this study is to find out about the perceptions of potential future users on the VA technology and as a consequence amend the current UTAUT 2 model to fit newly upcoming technologies which possess similar characteristics as VAs within the AI and IoT field. The study found out that while hedonic motivation seems to be of inferior relevance, the determinants data security, compatibility and relationship with the device are essential influencing factors to take into consideration when trying to fully understand users’ technology adoption perceptions. However, the fact that these technologies are still in the early stage of adoption make it difficult for future users, to fully judge their own adoption behaviour if they are no members of the early innovation adoption curve stages. For further research, it is recommended to look into different sampling groups and apply the model resulting from this study to new upcoming technologies within the area of AI and IoT.

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