Due to technological progress, smart speakers have entered the market in recent years and have already been adopted by certain parts of the population. Although several studies have tried to explain the crucial factors for smart speaker adoption, there is still no common understanding and there are significant gaps in the literature analysing the adoption of smart speakers at their current technical level in specific countries. Therefore, this study aims to identify factors influencing the intention to use smart speakers in Germany.
By reviewing the literature on innovation acceptance with an emphasis upon adoption studies of voice-controlled technologies, the research model of this thesis was developed. The hypothesized effects of the twelve constructs in the model were tested using an online survey with questionnaires as data collection instruments among 233 German non-adopters. The study found that certain constructs specifically enjoyment, privacy concerns, usefulness and social influence were significant predictors of intention to use. System quality and smart speaker complementarity with apps and services additionally emerged as predictors of perceived usefulness. Results suggest that companies should pay particular attention to these factors when marketing and further developing smart speakers. The factors identified might further influence the acceptance of similar IT products.
Table of Contents
1 Introduction
1.1 Problem statement
1.1.1 Theoretical perspective
1.1.2 Practical perspective
1.2 Research question and research objectives
1.3 Methodology
1.3.1 Theoretical background
1.3.2 Research method
1.4 Content overview
2 Literature review
2.1 Voice operated technology
2.1.1 Voice assistants
2.1.2 Smart speakers
2.1.3 The German smart speaker market
2.2 Definition of terms
2.2.1 Information technology
2.2.2 Innovation
2.2.3 Adoption
2.2.4 User acceptance factors
2.3 Adoption theories
2.3.1 Diffusion of Innovation Theory
2.3.2 Technology Acceptance Model
2.3.3 Unified Theory of Acceptance and Use of Technology 2
2.4 Identification of acceptance and usage relevant factors
2.4.1 Factors considered in IT innovation adoption studies
2.4.2 Factors considered in VA/smart speaker adoption studies
2.4.3 Findings of previous IT, VA and smart speaker adoption studies
2.5 Research model and hypotheses development
2.5.1 Hypotheses on factors affecting the usage intention
2.5.2 Hypotheses on factors affecting perceived usefulness
3 Empirical study
3.1 Objectives of the study
3.2 Research method and design
3.2.1 Choice of research method
3.2.2 Sampling
3.2.3 Data collection
3.3 Pre-test
3.4 Data analysis
3.4.1 Method of analysis
3.4.2 Assumptions of multiple linear regression
3.4.3 Applied steps within the data analysis
4 Empirical findings
4.1 Presentation of results
4.1.1 Descriptive statistics of the survey results
4.1.2 Multiple linear regression analysis 1 – effects on perceived usefulness
4.1.3 Multiple linear regression analysis 2 – effects on the usage intention
4.2 Hypotheses validation
4.3 Limitations of study
5 Discussion
5.1 Summary of results
5.2 Interpretation of results
5.2.1 Interpretation of the effects on perceived usefulness
5.2.2 Interpretation of the effects on the usage intention
5.2.3 Interpretation of the descriptive results
5.3 Implications of research for theory and practice
5.3.1 Contributions and implications for theory
5.3.2 Implications for practice
5.4 Limitations of research
5.5 Directions for future research
6 Conclusion
Objectives and Topics
This master thesis aims to identify the key factors influencing the intention to use smart speakers among current non-adopters in Germany. By integrating various technology acceptance models and reviewing existing literature, the research addresses the scholarly and practical gap regarding user adoption in the German market, with a focus on consumers who have not yet integrated this technology into their daily lives.
- Factors influencing smart speaker adoption and usage intention.
- Comparative analysis of existing innovation adoption theories (DOI, TAM, UTAUT2).
- Empirical investigation utilizing multiple linear regression analysis.
- Practical implications for manufacturers and service providers in the smart home sector.
Excerpt from the book
1.1.1 Theoretical perspective
Different factors affect the decision of an individual to adopt IT innovations. Researchers like Rogers (2003, pp. 16-17), Davis (1989, p. 333) and Venkatesh et al. (2012, pp. 170-171) already identified crucial factors that affect the intention towards the use of innovations or IT. The results of previous studies were among others that especially perceived product characteristics such as the perceived usefulness and ease of use, characteristics of the individual like age, gender and experience and the influence within one’s social system impact the intention to use a certain IT innovation (Venkatesh et al., 2012, pp. 169-171).
Due to their technical and economic potential, factors influencing the acceptance or adoption of the innovation smart speaker and its voice empowered software agent called Voice Assistant (VA) have already been quantitatively and qualitatively investigated by several researchers in different countries (e.g., Arifin, 2020; Burbach et al., 2019; Cha et al., 2021; Chu, 2019; Coskun-Setirek & Mardikyan, 2017; Han & Yang, 2018; Hoffmann & Thuesen, 2018; Kääriä, 2017; Kessler & Martin, 2017; Koon et al., 2020; Kowalczuk, 2018; Lau et al., 2018; Liao et al., 2019; Ling et al., 2021; McLean & Osei-Frimpong, 2019; Moussawi et al., 2020; Nasirian et al., 2017; Pal, Arpnikanondt, Funilkul & Chutimaskul, 2020; Pal, Arpnikanondt, Funilkul & Razzaque, 2020; Park et al. 2018; Pitardi & Marriott, 2021; Yang & Lee 2019). These findings, among others, were that perceived relative advantage (Ling et al., 2021, p. 5), perceived usefulness (Coskun-Setirek & Mardikyan, 2017, p. 11; Pal, Arpnikanondt, Funilkul & Razzaque, 2020, p. 12), an appealing design (Ling et al., 2021, p. 5; Park et al., 2018, pp. 2126-2127) and platform-related variables such as the perceived network size (Park et al., 2018, pp. 2126-2127) were often found to directly or indirectly positively influence the intention to buy or to use smart speakers, while concerns about privacy, data security and trust negatively influenced the adoption intention in some studies (Chu, 2019, pp. 27-28; Han & Yang, 2017, pp. 629-630; Kowalczuk, 2018, p. 426; Nasirian et al., 2017, p. 7).
Summary of Chapters
1 Introduction: Introduces the rise of smart speakers, defines the research gap in the German market, and outlines the objectives of the study.
2 Literature review: Provides a comprehensive background on voice-operated technology, defines key adoption terms, and synthesizes previous theories and research models.
3 Empirical study: Details the quantitative research design, sampling methods, and the application of statistical analysis techniques used to test the hypotheses.
4 Empirical findings: Presents the statistical results from the online survey and evaluates which of the developed hypotheses were confirmed.
5 Discussion: Interprets the findings by contextualizing them within existing literature and offers specific implications for both theoretical research and practical industry application.
6 Conclusion: Summarizes the study’s core contributions, validates the attainment of research objectives, and suggests directions for future academic inquiry.
Keywords
smart speaker, voice assistant, digital innovation, user acceptance, technology adoption, consumer behavior, privacy concerns, perceived usefulness, multiple linear regression, Germany, IT adoption, innovation diffusion, user intention, smart home, voice commerce
Frequently Asked Questions
What is the core focus of this master thesis?
The thesis focuses on identifying the user acceptance factors that influence the intention to use smart speakers among non-adopters currently living in Germany.
What are the primary thematic areas explored?
The study transitions from a technical introduction of smart speakers and voice assistants to an analysis of established technology acceptance theories, culminating in an empirical study of German consumers.
What is the primary research question?
The research asks: "What user acceptance factors affect the intention to use smart speakers in Germany?"
Which scientific methodology is employed?
The research follows a deductive approach, utilizing a quantitative strategy involving an online survey of 233 German non-adopters, analyzed through Multiple Linear Regression Analysis (MLRA).
What is contained in the main body of this work?
The main body comprises a rigorous literature review, the development of a research model based on constructs from models like TAM and UTAUT2, and an empirical analysis of the survey results.
Which keywords best characterize this research?
Key terms include smart speaker, voice assistant, technology adoption, user acceptance, Germany, privacy concerns, and perceived usefulness.
What role does the "Perceived Privacy Concerns" construct play?
The study identifies privacy concerns as a significant negative predictor of the intention to use smart speakers, reflecting widespread user mistrust regarding data handling.
How does the importance of "Perceived Enjoyment" compare to other factors?
The regression analysis identified perceived enjoyment as having the strongest positive effect on the behavioral intention to use smart speakers among the sampled population.
- Quote paper
- Jakob Summer (Author), 2021, Adoption of Smart Home Speakers, Munich, GRIN Verlag, https://www.grin.com/document/1339687
