11/26/2022 0 Comments Viavoice 9![]() ![]() ![]() The issue of trust and privacy is a long-discussed topic that has been covered by existing research, both in the physical and the virtual world. In the event of such paradox, the VA service providers need to convince the users that they will receive more benefits than the potential risk of their information misuse by the vendors and other affiliated partners. Thus, the users are often caught in this dilemma of enjoying greater innovative personalized services vs. On one-hand the users are attracted to the countless innovative services provided by the VA devices, such as personalized news, music recommendations, travel guidelines, traffic updates, weather updates, shopping advice among others, while on the other extreme they are reluctant in sharing their personal information for the fear of privacy loss. Privacy is the major concern and obstacle not only to the growth of the VA devices, but the IoT services in general. Majority of the users believe that sharing their personal information can seriously affect their privacy. For example, location-based voice prompts given by these devices will not be beneficial for the users if they refuse to share their current location with the mobile service providers. ![]() However, the success of such innovative applications and services will depend to a great extent on the level of personal information gathered from the users. This growing popularity of the VA’s have unleashed new marketing possibilities for the companies where-in they are continuously developing innovative strategies for exploiting the services provided by the VA’s to provide the users with additional contents and services, like personalization, socialization, and self-engagement opportunities. Due to their various advantages there is an increasing desire among the end users to adopt VA in their daily lives. These voice-activated devices that are often tightly coupled with an Internet of Things (IoT) ecosystem in general are an asset, as they provide the users a more convenient and delightful way of doing certain things. Alexa from Amazon, Siri from Apple, Cortana from Microsoft, Google Assistant from Google, and Bixby from Samsung are some of the most popular commercially available VA’s as of 2019. ![]() It is estimated that the VA usage will grow from 3.5 billion active users in 2019 to over 8 billion users by 2023. VA’s are defined as “devices having a voice-based interface that relies on voice commands supported by artificial intelligence, machine learning, and natural language processing techniques to have verbal interaction with the end-users for performing a variety of tasks”. In the recent years there has been an increase in the popularity of the voice assistants (VA). Finally, the research implications are discussed, and suggestions are provided. This work extends the current literatures on privacy concerns to the users’ intention of disclosing their personal information by proposing and empirically testing six hypotheses as a part of the research model. Compared to the perceived risks, the effect of perceived benefits on the information disclosure is found to be stronger, which motivates the users to continuously use the services of the VA devices. Perceived severity and perceived control are found to have a positive effect, while perceived trust has a negative effect on the perceived risks, respectively, which in turn is negatively associated with the personal information disclosure. The analysis shows that personalized services, perceived enjoyment and perceived complementarity influence the perceived benefits, which in turn positively affects the personal information disclosure. Data are collected from 427 respondents using Amazon Mechanical Turk (MTurk) as the platform and analyzed using a Maximum Likelihood Structural Equation Modelling (ML-SEM) technique. Particularly, the joint effects of the two independent paths of benefits and risks that can induce the desire to disclose personal information, along with their various antecedents are proposed and empirically tested. The information disclosure is analyzed from a dual channel benefit/risk perspective through the calculus lens. The purpose of this research is to examine the factors affecting the willingness to disclose personal information based upon the privacy calculus framework and its relation to the continued usage of the Voice Assistant (VA) devices. ![]()
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