PRIVACY AND INTELLIGENT VIRTUAL ASSISTANTS USAGE ACROSS GENERATIONS

Abstract

This paper addresses the question of Intelligent Virtual Assistants (IVAs) continuance of usage through different generations. Indeed, the sustainability of these tools is potentially enabled by the gratifications they provide over time to users. On the other hand, perceived privacy concerns that could stem from this usage might play an inhibiting role of post-adoptive intentions. Social pressure could also affect these intentions positively or negatively,
depending on the context and the specificities of users. From this perspective, our aim is to provide insights on a research issue still under-investigated in the literature: the post-adoption of voice-based interactive digital devices. Drawing on Uses and Gratifications Theory (U&GT), social influence and privacy concerns literature, we develop a research model to measure the effects of utilitarian and hedonic gratifications, subjective norms and critical mass, jointly with the direct and moderating effects of perceived privacy concerns on IVAs continuance intention. The model is then tested using structural equation modeling within a population of 295 users representing three generations Y, X and Baby Boomers. Results across the sample show the positive determinant power of utilitarian and hedonic uses, subjective norms and critical mass. As expected, perceived privacy concerns variable
is negatively related to continuance intention. It was also demonstrated that the effect of subjective norms varies for different levels of privacy concerns. These results are examined for each generation, the generational differences put into perspective and their theoretical and managerial implications discussed.