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“Hey Alexa, Let's Shop”: Millennials' Acceptance of Voice-Activated Shopping

“Hey Alexa, Let's Shop”: Millennials' Acceptance of Voice-Activated Shopping
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Author(s): Katelyn Sorensen (University of Nebraska-Lincoln, USA) and Jennifer Johnson Jorgensen (University of Nebraska-Lincoln, USA)
Copyright: 2021
Volume: 13
Issue: 1
Pages: 14
Source title: International Journal of E-Services and Mobile Applications (IJESMA)
Editor(s)-in-Chief: Mirjana Pejic-Bach (University of Zagreb, Croatia)
DOI: 10.4018/IJESMA.2021010101

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Abstract

Millennials quickly adapt to new technologies and have been found to use voice technology daily. This study follows the technology acceptance model (TAM) developed by Davis to explain the relationships between perceived ease of use (PEOU), perceived usefulness (PU), perceived enjoyment (PE), and perceived innovativeness (PI) to behavioral intention (BI) for Millennials. An online survey generated 204 usable responses through Amazon Mechanical Turk. Multiple regression analyses supported the relationship of PEOU to PU, PU, PE, PI to BI, and PEOU was not found to influence BI in this study. The findings of this study indicate that consumers are ready to purchase through voice-activated technologies, but the current platform needs to be adapted so that it is easier to use.

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