“Hey Alexa, Let's Shop”: Millennials' Acceptance of Voice-Activated Shopping

Katelyn Sorensen and Jennifer Johnson Jorgensen
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Katelyn Sorensen: University of Nebraska-Lincoln, USA
Jennifer Johnson Jorgensen: University of Nebraska-Lincoln, USA

International Journal of E-Services and Mobile Applications (IJESMA), 2021, vol. 13, issue 1, 1-14

Abstract: Millennials quickly adapt to new technologies and have been found to use voice technology daily. This study follows the technology acceptance model (TAM) developed by Davis to explain the relationships between perceived ease of use (PEOU), perceived usefulness (PU), perceived enjoyment (PE), and perceived innovativeness (PI) to behavioral intention (BI) for Millennials. An online survey generated 204 usable responses through Amazon Mechanical Turk. Multiple regression analyses supported the relationship of PEOU to PU, PU, PE, PI to BI, and PEOU was not found to influence BI in this study. The findings of this study indicate that consumers are ready to purchase through voice-activated technologies, but the current platform needs to be adapted so that it is easier to use.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jesma0:v:13:y:2021:i:1:p:1-14

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International Journal of E-Services and Mobile Applications (IJESMA) is currently edited by Rajeev Dwivedi

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