Interactive voice assistants – Does brand credibility assuage privacy risks?

Artificial intelligence-enabled conversational user interfaces, commonly known as voice assistants, are increasingly being used by individuals in their day-to-day lives to fulfill diverse needs (e.g. utility, hedonic, and social). However, the homeostatic (steadily present) attraction of assistants is offset privacy risk concerns these devices present users. Despite growing literature on adoption usage little has been said whether brand credibility plays a mitigating role assuaging perception risk. This study combines both empirical qualitative methods shed light relationship between individuals’ overall value behavioral intention towards continued assistants. A key finding that significantly moderates VA features perceived VAs – higher reduces users’ risks.