Motivators and Demotivators of Consumers’ Smart Voice Assistant Usage for Online Shopping

Gelibolu M., Mouloudj K.

JOURNAL OF THEORETICAL AND APPLIED ELECTRONIC COMMERCE RESEARCH, cilt.20, sa.3, ss.152-174, 2025 (SSCI)

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 20 Sayı: 3
  • Basım Tarihi: 2025
  • Doi Numarası: 10.3390/jtaer20030152
  • Dergi Adı: JOURNAL OF THEORETICAL AND APPLIED ELECTRONIC COMMERCE RESEARCH
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus, ABI/INFORM, Aerospace Database, Applied Science & Technology Source, Business Source Elite, Business Source Premier, Communication Abstracts, Computer & Applied Sciences, Metadex, Directory of Open Access Journals, DIALNET, Civil Engineering Abstracts
  • Sayfa Sayıları: ss.152-174
  • Hatay Mustafa Kemal Üniversitesi Adresli: Evet

Özet

As smart voice assistants (SVAs) become increasingly integrated into digital commerce, understanding the psychological factors driving their adoption or resistance is essential. While prior research has addressed the impact of privacy concerns, few studies have explored the competing forces that shape user decisions. This study investigates the dual role of privacy cynicism as a context-specific belief influencing both trust (reason-for) and perceived creepiness (reason-against)—which in turn affect attitudes, behavioral intentions, and resistance toward SVA usage, based on the Behavioral Reasoning Theory (BRT). The study used a convenience sampling method, gathering data from 250 Turkish consumers aged 18–35 through an online survey technique. The research model was analyzed using PLS-SEM. The findings revealed that perceived creepiness increases resistance intention but does not significantly affect attitudes toward using SVAs. Perceived cynicism was found to positively influence perceived trust, and perceived trust, in turn, increased both behavioral intentions and attitudes toward using SVAs. Furthermore, attitudes toward SVA usage decreased resistance intention but increased behavioral intention. The results emphasize consumer trust and skepticism in AI-driven marketing. The study offers both theoretical contributions by extending BRT with a novel dual-path conceptualization of privacy cynicism, and practical implications for developers aiming to boost SVA adoption through trust-building and privacy assurance strategies.