Due to technological progress, smart speakers have entered the market in recent years and have already been adopted by certain parts of the population. Although several studies have tried to explain the crucial factors for smart speaker adoption, there is still no common understanding and there are significant gaps in the literature analysing the adoption of smart speakers at their current technical level in specific countries. Therefore, this study aims to identify factors influencing the intention to use smart speakers in Germany.
By reviewing the literature on innovation acceptance with an emphasis upon adoption studies of voice-controlled technologies, the research model of this thesis was developed. The hypothesized effects of the twelve constructs in the model were tested using an online survey with questionnaires as data collection instruments among 233 German non-adopters. The study found that certain constructs specifically enjoyment, privacy concerns, usefulness and social influence were significant predictors of intention to use. System quality and smart speaker complementarity with apps and services additionally emerged as predictors of perceived usefulness. Results suggest that companies should pay particular attention to these factors when marketing and further developing smart speakers. The factors identified might further influence the acceptance of similar IT products.
Inhaltsverzeichnis (Table of Contents)
- 1 Introduction
- 1.1 Problem statement
- 1.1.1 Theoretical perspective
- 1.1.2 Practical perspective
- 1.2 Research question and research objectives
- 1.3 Methodology
- 1.3.1 Theoretical background
- 1.3.2 Research method
- 1.4 Content overview
- 2 Literature review
- 2.1 Voice operated technology
- 2.1.1 Voice assistants
- 2.1.2 Smart speakers
- 2.1.3 The German smart speaker market
- 2.2 Definition of terms
- 2.2.1 Information technology
- 2.2.2 Innovation
- 2.2.3 Adoption
- 2.2.4 User acceptance factors
- 2.3 Adoption theories
- 2.3.1 Diffusion of Innovation Theory
- 2.3.2 Technology Acceptance Model
- 2.3.3 Unified Theory of Acceptance and Use of Technology 2
- 2.4 Identification of acceptance and usage relevant factors
- 2.4.1 Factors considered in IT innovation adoption studies
- 2.4.2 Factors considered in VA/smart speaker adoption studies
- 2.4.3 Findings of previous IT, VA and smart speaker adoption studies
- 2.5 Research model and hypotheses development
- 2.5.1 Hypotheses on factors affecting the usage intention
- 2.5.2 Hypotheses on factors affecting perceived usefulness
- 3 Empirical study
- 3.1 Objectives of the study
- 3.2 Research method and design
- 3.2.1 Choice of research method
- 3.2.2 Sampling
- 3.2.3 Data collection
- 3.3 Pre-test
- 3.4 Data analysis
- 3.4.1 Method of analysis
- 3.4.2 Assumptions of multiple linear regression
- 3.4.3 Applied steps within the data analysis
- 4 Empirical findings
- 4.1 Presentation of results
- 4.1.1 Descriptive statistics of the survey results
- 4.1.2 Multiple linear regression analysis 1 – effects on perceived usefulness
- 4.1.3 Multiple linear regression analysis 2 – effects on the usage intention
- 4.2 Hypotheses validation
- 4.3 Limitations of study
- 5 Discussion
- 5.1 Summary of results
- 5.2 Interpretation of results
- 5.2.1 Interpretation of the effects on perceived usefulness
- 5.2.2 Interpretation of the effects on the usage intention
- 5.2.3 Interpretation of the descriptive results
- 5.3 Implications of research for theory and practice
- 5.3.1 Contributions and implications for theory
- 5.3.2 Implications for practice
- 5.4 Limitations of research
- 5.5 Directions for future research
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis aims to identify factors influencing the intention to use smart speakers in Germany. It investigates the adoption of smart speakers at their current technical level, addressing gaps in existing literature. The study uses an online survey of German non-adopters to test hypothesized effects of various constructs on usage intention.
- Factors influencing smart speaker adoption in Germany
- The role of enjoyment, privacy concerns, usefulness, and social influence in smart speaker adoption
- The relationship between system quality, app/service complementarity, and perceived usefulness
- Implications for marketing and further development of smart speakers
- Potential influence on the acceptance of similar IT products
Zusammenfassung der Kapitel (Chapter Summaries)
1 Introduction: This chapter introduces the research topic, highlighting the lack of a common understanding regarding smart speaker adoption and the need for further investigation into the factors influencing their usage in Germany. It establishes the research question and objectives, outlining the methodology and providing a content overview of the subsequent chapters. The theoretical and practical perspectives on the problem of smart speaker adoption are established here, laying the groundwork for the entire study.
2 Literature review: This chapter comprehensively reviews existing literature on voice-operated technology, smart speakers, and related adoption theories. It defines key terms such as innovation, adoption, and user acceptance factors. The chapter analyzes various adoption theories, including the Diffusion of Innovation Theory and the Technology Acceptance Model, to build a theoretical framework for the research. Existing studies on IT, voice assistants, and smart speaker adoption are critically evaluated, leading to the development of a research model and hypotheses.
3 Empirical study: This chapter details the methodology employed in the empirical study. It describes the research design, sampling method, and data collection process using online surveys. The chapter explains the pre-testing procedures and the data analysis techniques, including multiple linear regression, used to analyze the collected data. This section provides a transparent and thorough account of the research methods, ensuring the reproducibility of the study.
4 Empirical findings: This chapter presents the results of the empirical study. It begins with descriptive statistics of the survey results, followed by the presentation and interpretation of multiple linear regression analyses conducted to test the hypotheses. The results showcase the statistical relationships between different factors and the intention to use smart speakers. The findings offer insights into the significance of various constructs in influencing adoption decisions.
5 Discussion: This chapter summarizes the results of the empirical findings and interprets their implications for both theory and practice. The discussion section examines the effects on both perceived usefulness and the intention to use smart speakers, offering insights into the significance of various factors and highlighting the contributions and implications for both theoretical understanding and practical applications in the smart speaker market. The chapter also addresses limitations of the research and suggests future research directions.
Schlüsselwörter (Keywords)
Smart speaker, voice assistant, adoption, acceptance, user acceptance factors, technology acceptance model, diffusion of innovation theory, perceived usefulness, usage intention, Germany, online survey, empirical study, multiple linear regression.
Frequently Asked Questions: A Comprehensive Language Preview
What is the main topic of this thesis?
This thesis investigates the factors influencing the intention to use smart speakers in Germany. It focuses on understanding smart speaker adoption among non-users, addressing gaps in existing research on this topic.
What are the key research objectives?
The main objective is to identify factors influencing the intention to use smart speakers in Germany. Specific objectives include examining the role of enjoyment, privacy concerns, usefulness, and social influence on adoption; analyzing the relationship between system quality, app/service complementarity, and perceived usefulness; and exploring implications for marketing and future development of smart speakers.
What methodology is used in this study?
The study employs an online survey of German non-adopters of smart speakers. Data analysis uses multiple linear regression to test hypotheses about the effects of various factors on usage intention and perceived usefulness.
What are the key themes explored in the thesis?
Key themes include factors influencing smart speaker adoption in Germany; the role of enjoyment, privacy concerns, usefulness, and social influence; the relationship between system quality, app/service complementarity, and perceived usefulness; and implications for marketing and further development of smart speakers.
What theoretical frameworks are used?
The thesis draws on several adoption theories, including the Diffusion of Innovation Theory and the Technology Acceptance Model (TAM), to build a theoretical framework for understanding smart speaker adoption.
What are the main findings of the study?
The empirical findings, presented through descriptive statistics and multiple linear regression analyses, reveal the statistical relationships between different factors and the intention to use smart speakers. The results highlight the significance of various constructs in influencing adoption decisions. Specific details are presented in Chapter 4.
What are the implications of the research?
The research has implications for both theory and practice. Theoretically, it contributes to a better understanding of smart speaker adoption. Practically, the findings offer insights for marketing and the further development of smart speakers, potentially influencing the acceptance of similar IT products.
What are the limitations of the study?
The thesis acknowledges limitations of the research, which are discussed in Chapters 4 and 5. These limitations are considered in the interpretation of the results and suggestions for future research are made.
What are the key chapters and their content?
The thesis is structured into five chapters: Chapter 1 introduces the research problem and objectives; Chapter 2 reviews relevant literature; Chapter 3 details the empirical study methodology; Chapter 4 presents the empirical findings; and Chapter 5 discusses the implications of the findings and suggests future research directions.
What keywords are associated with this research?
Keywords include smart speaker, voice assistant, adoption, acceptance, user acceptance factors, technology acceptance model, diffusion of innovation theory, perceived usefulness, usage intention, Germany, online survey, empirical study, and multiple linear regression.
- Citation du texte
- Jakob Summer (Auteur), 2021, Adoption of Smart Home Speakers, Munich, GRIN Verlag, https://www.grin.com/document/1339687
