THE INFLUENCE OF VOICE-BASED DIGITALASSISTANT ADOPTION, TRUST, AND PERCEIVED PRIVACY RISK ON CONSUMERS’ SATISFACTION - EVIDENCE FROM SOUTHEAST ASIAN COUNTRIES

• Main Author: Rasyad Tjandraatmadja, Farrel
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72143
• Institution: Institut Teknologi Bandung

Voice-based digital assistants (VBDAs) have been increasingly utilised, creating satisfaction amongst consumers. Psychological factors such as trust have shown detrimental factors on adopting technology. The impact of this phenomena when perceived privacy risks are involved has not yet been studied. This study aims to determine the impact of perceived privacy risks on technology adoption, trust, and consumers' satisfaction. The findings in this study includes 193 respondents from Indonesia, Malaysia, and The Philippines who have used VBDAs on a day-to-day basis. Results show that performance expectancy, perceived enjoyment, and trust are positively related to consumers' satisfaction with VBDAs, and perceived privacy risks negatively moderates perceived enjoyment. However, in contrast to prior studies, perceived privacy risks do not possess significant negative moderation on performance expectancy and trust. Although this paper contributes to the understanding of perceived privacy risk on AI-based technologies, further research is needed to investigate the impact of privacy risks on adoption of VBDAs. This study proposes managers a better understanding of how consumers perceive privacy risks, and how this may affect users' adoption in the three Southeast Asian countries.