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Alexa, know your limits: developing a framework for the accepted and desired degree of product smartness for digital voice assistants

Author

Listed:
  • Erika Graf

    (Frankfurt University of Applied Sciences)

  • Denise Zessinger

    (DATEV eG)

Abstract

This research investigates the conditions for the acceptance of digital voice user interfaces focusing on the accepted and desired degree of product smartness. We argue that digital voice assistants (DVAs) are different from other smart products because DVAs are not self-contained products. Smart products also work without DVAs. Therefore, the decision to buy and use a DVA is different. DVAs are not designed to work in isolation. Of course, they can be used only to talk to, but that greatly restricts what the assistants are capable of. The existing literature lacks research on the critical characteristics and properties of DVAs, as well as a categorization of their smartness in the light of the advances in artificial intelligence. The qualitative research design is based on interviews with users and non-users of DVAs. Using a qualitative content analysis, a category system for the degree of product smartness (PS) of DVAs is developed. This paper contributes to the existing literature by exploring the attributes that influence the perception of DVAs and providing a graduated framework for organizing the accepted and desired degree of smartness for DVAs. The framework suggests four gradations each representing an advanced application of artificial intelligence. Red lines appear for some applications, indicating that they are technically feasible but, at least currently, rejected. Rejection relates to the device’s autonomous decision-making and privacy control capabilities, as well as the style of interaction, when the DVA acts as though it was a friend. Future research should quantitatively investigate the relationships between user profiles and acceptance. For designers, the model provides guidance for offering user-customized settings for DVAs, according to user preferences.

Suggested Citation

  • Erika Graf & Denise Zessinger, 2022. "Alexa, know your limits: developing a framework for the accepted and desired degree of product smartness for digital voice assistants," SN Business & Economics, Springer, vol. 2(6), pages 1-33, June.
    • Handle: RePEc:spr:snbeco:v:2:y:2022:i:6:d:10.1007_s43546-022-00215-4
    DOI: 10.1007/s43546-022-00215-4
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    References listed on IDEAS

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    1. Donna L Hoffman & Thomas P Novak & Eileen FischerEditor & Robert KozinetsAssociate Editor, 2018. "Consumer and Object Experience in the Internet of Things: An Assemblage Theory Approach," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(6), pages 1178-1204.
    2. Sung S. Kim & Naresh K. Malhotra, 2005. "A Longitudinal Model of Continued IS Use: An Integrative View of Four Mechanisms Underlying Postadoption Phenomena," Management Science, INFORMS, vol. 51(5), pages 741-755, May.
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    More about this item

    Keywords

    Digital voice assistants; Product smartness; Autonomous products; Technological acceptance; Qualitative content analysis;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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