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“Hey Siri, how much do you know about me?”: Intelligent Virtual Assistants and the dilemma between commodity and privacy
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Resumo(s)
Artificial Intelligence has been gaining ground over time, and Intelligent Virtual Assistants (IVAs) are no exception, as people realize that they can be using the time and effort spend on daily tasks, more efficiently, by trusting them to these technological auxiliaries. IVAs are being used by people all over the world to change channels, play songs, turn up the volume, reading text messages and emails, calling someone or even grocery shopping when something’s missing, among many other purposes. However, previous studies show that the concerns with data privacy from using these emerging technologies is growing, since in order to work, these AI assistants need constant access to the devices’ microphones, cameras or even locations. Faced with this dilemma, what weights the most on the scale: The users’ commodity, or their information’s privacy and security? In this research, we used PLS-SEM in order to analyze the barriers and drivers that people take into consideration when having to choose if they would use or not Intelligent Virtual Assistants, and what influences this decision, based on four variables: Familiarity, Trust, Satisfaction and Privacy. Our findings conclude that consumers decidedly value their commodity, having familiarity and satisfaction influencing positively the intentions of use, and having satisfaction being highly influenced by trust. At the same time, it also shows that privacy is an inhibitor to many consumers, affecting negatively the usage perception, as expected.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
AI Virtual Assistants Digital Assistants Data Privacy Commodity Technology