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UGA or TAM: Which Approach Explains Digital Voice Assistant Acceptance Better?

Ewers, Karolina; Baier, Daniel


Digital voice assistants (DVAs) have the potential to radically change the communication between companies and their customers in the near future. However, despite enormous cost and convenience reduction advantages for both sides, their acceptance is still limited and even tools for measuring their acceptance are missing. Consequently, in this paper, we investigate whether the Uses and Gratifications Approach (UGA) and/or the Technology Acceptance Model (TAM) is/are better suited for this purpose. We have a closer look on a popular DVA – Google Assistant – and investigate DVA acceptance in a navigation and sightseeing context using a field experiment and a follow-up questionnaire (n=173 participants). The results are promising: Both approaches (UGA and TAM) are valid tools. Pastime, expediency, and enjoyment demonstrate to be important drivers for using DVAs.

Verlagsausgabe §
DOI: 10.5445/KSP/1000098012/10
Veröffentlicht am 16.09.2021
Cover der Publikation
Zugehörige Institution(en) am KIT Institut für Wirtschaftsinformatik und Marketing (IISM)
Publikationstyp Zeitschriftenaufsatz
Publikationsjahr 2020
Sprache Englisch
Identifikator ISSN: 2363-9881
KITopen-ID: 1000137441
Erschienen in Archives of Data Science, Series A
Band 6
Heft 2
Seiten P10, 19 S. online
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