An Integrated Study of User Acceptance and Resistance on Voice Commerce

Doohee Chung, Hyeongki Kim () and Suho Ahn ()
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Doohee Chung: Handong Global University, School of Entrepreneurship and ICT, Pohang, 37554, South Korea
Hyeongki Kim: Handong Global University, School of Entrepreneurship and ICT, Pohang, 37554, South Korea
Suho Ahn: ��KAIST, School of Business and Technology Management, Daejeon, 34141, South Korea

International Journal of Innovation and Technology Management (IJITM), 2022, vol. 19, issue 07, 1-41

Abstract: Virtual assistants are becoming significant in the area of voice commerce. Voice commerce creates an environment where orders and payments can be done through voice recognition, increasing its accessibility in comparison to other existing commercial transaction methods. Thus, the field is expected to grow into a promising industry. However, the full bloom of voice commerce depends on user acceptance, as well as technological improvement. This study develops a conceptual framework to describe factors influencing user acceptance to voice commerce, which are analyzed with the structural equation model by combining the technology acceptance model (TAM) and the model of innovation resistance (MIR). With accuracy, social presence, and interactivity of a virtual assistant, along with user attributes such as user innovativeness and experience, as variables, a survey of 151 Koreans in their 20s and 30s is conducted. Moreover, the impact of three factors, relative advantage, perceived ease of use, and perceived risk, on innovation acceptance and resistance is analyzed to find key variables that affect the resistance to and acceptance of voice commerce. These findings provide notable implications to companies currently using voice commerce platforms and guidance to an emerging commercial trading system.

Keywords: Voice commerce; virtual assistant; innovation resistance; behavioral intention; interactivity (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1142/S0219877022500250

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