Examining the Role of Purpose in the Adoption of Digital Assistants

2020-05-04T20:47:34Z (GMT) by Nathanael Johnson
When do consumers adopt digital personal assistants like Cortana, Siri, or Alexa? This thesis proposes to add to the current technology adoption literature on digital assistants by examining the moderating impact of the purpose for which the device is used. Building on the theory of uses and gratifications, it was expected that devices viewed with high cognitive appraisal would be more likely to be chosen for cognitive purposes than devices viewed with high affective appraisal, while devices viewed with high affective appraisal would be more likely to be selected for affective purposes than devices viewed with high cognitive appraisal. Two experiments were conducted that supported these hypotheses.