Exploring the factors affecting customers’ intention to purchase a smart speaker

• Published in: Journal of retailing and consumer services 2021-03, Vol.59, p.102331, Article 102331
• Main Authors: Ling, Hsiao-Chi, Chen, Hong-Ren, Ho, Kevin K.W., Hsiao, Kuo-Lun
• Format: Article
• Language: English
• Subjects: Diffusion of innovation theory (DOI); Perceived value; Purchase intention; Smart speaker; Task-technology fit (TTF)
• ISSN: 0969-6989; 1873-1384
• DOI: 10.1016/j.jretconser.2020.102331

Although the sale of smart speakers is predicted to have a significant growth, the usage of smart speakers is not very popular in some countries and need further investigation. While the Bluetooth earphone and speakers are popular, the sales of smart speakers are challenging. Hence, the research purpose is to explore the determinants of the intention to purchase smart speakers and compare the differences between customers and potential customers. This study proposes ten hypotheses in a research framework according to the diffusion of innovation theory (DOI), task-technology fit (TTF), and perceived values. This study develops an online questionnaire to collect data from popular social networking sites. Finally, 249 valid responses collected from the website users are remained. The ten hypotheses are validated by using smartPLS software. According to the path analyses, five hypotheses were supported in potential customer group while only three hypotheses were supported in customer group. Users' perceived emotion-related value had significant direct influences on all customers' intention to buy smart speakers. Surprisingly, TTF was demonstrated to not significantly influence customers’ intention to purchase. The insights of the findings can be provided to smart speaker developers to design their products and sales strategies.