Titre : |
The drivers and obstacles to smart speaker adoption |
Type de document : |
Mémoire |
Auteurs : |
Camille RUHLMANN, Auteur |
Année de publication : |
2019 |
Importance : |
25 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management INNOVATION TECHNOLOGIQUE ; COMPORTEMENT DU CONSOMMATEUR ; MOTIVATION ; INTERNET DES OBJETS
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Résumé : |
This research paper describes and explains the effects of potential drivers and obstacles on smart speakers’ adoption. Smart speakers are wireless voice-activated devices combined with an integrated voice personal assistant that provides intuitive and interactive applications and hands-free control using one or more trigger words. Such connected devices can perform very specific and simple tasks and are usually designed to run within another application or in interaction with other applications such as smartphone or in the cloud.
Theoretical background about new technology adoption process and concerns about voice technology was gathered from academic and scientific literature. Academic research on smart speakers is scarce today, that is why theoretical background mostly deals with innovations and voice technology. A quantitative study was conducted in order to apply theoretical background of voice technology and innovation on smart speakers. This study designed in order to determine what the drivers and obstacles to smart speakers’ adoption are. To do so, smart speaker users and non-users were asked to complete the survey in order to examine the correlation between use or non-use and the potential drivers previously identified.
Result lead to the conclusion that high privacy concerns and high feeling of disempowerment are obstacles to smart speakers’ adoption, while high performance expectancy, high social influence, high facilitating conditions and high hedonic motivation are drivers to smart speaker adoption are drivers. The factor ‘being comfortable in speaking verbalizing information in public” need further research to be proven as a driver or an obstacle.
Key words: smart speakers, technology adoption, voice technology, voice assistants, public space, disempowerment, UTAUT, privacy. |
Note de contenu : |
Bibliographie p. 23-25 |
Programme : |
PGE-Reims |
Spécialisation : |
Marketing |
Permalink : |
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