IDEAS home Printed from https://ideas.repec.org/a/wsi/ijitmx/v19y2022i05ns0219877022410097.html
   My bibliography  Save this article

Moderation of the Dimensions of Innovativeness in the Usability of Services Based on Intelligent Personal Assistants

Author

Listed:
  • Márcio de la Cruz Lui

    (Department of Business Administration (CEUNSP & UNINOVE) and Engineering (CEUNSP), Centro Universitário Nossa Senhora do Patrocínio-CEUNSP, Salto, Brasil2Universidade Nove de Julho-UNINOVE, São Paulo, Brasil)

  • Mauro De Oliveira

    (Department of Marketing, PPGA/FEI, São Paulo, Brasil)

  • Roberto Carlos Bernardes

    (Department of Innovation, PPGA/FEI, São Paulo, Brasil)

  • Felipe Mendes Borini

    (Department of Strategy and Innovation at FEA/USP, University of São Paulo, São Paulo, Brasil)

  • Padmali Rodrigo

    (Department of Marketing, Northumbria University, Newcastle, England)

Abstract

The technology acceptance model (TAM) and unified theory of acceptance and use of technology (UTAUT) originating from the theory of diffusion of Innovation seek to understand the use and adoption of technological products, however none of them is focused on understanding behavioral aspects and personal traits of the consumer innovativeness. Research studies that investigate the effect of domain-specific innovativeness (DSI) and innate innovativeness (II) on the perception of usability from innovative behavior (IB) with services such as intelligent personal assistants (IPA) that is get activated based on voice commands are scarce. Also, the extent to which DSI and II have affected consumer’s perception of usability services across different genders has been largely unexplored. Against this backdrop, this study investigated the effect of DSI and II on consumer perception of usability services and how such perceptions differ across consumers genders. The data for the study were gathered via a survey conducted among 101 users of IPA across smartphones from Brazil. It is concluded that there is moderation of DSI in relation to perceived usability and this moderation is significant in males. When II is low there is moderation in perceived usability, however, DSI and II together do not moderate the perceived usability.

Suggested Citation

  • Márcio de la Cruz Lui & Mauro De Oliveira & Roberto Carlos Bernardes & Felipe Mendes Borini & Padmali Rodrigo, 2022. "Moderation of the Dimensions of Innovativeness in the Usability of Services Based on Intelligent Personal Assistants," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 19(05), pages 1-17, August.
    • Handle: RePEc:wsi:ijitmx:v:19:y:2022:i:05:n:s0219877022410097
    DOI: 10.1142/S0219877022410097
    as

    Download full text from publisher

    File URL: http://www.worldscientific.com/doi/abs/10.1142/S0219877022410097
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://libkey.io/10.1142/S0219877022410097?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wsi:ijitmx:v:19:y:2022:i:05:n:s0219877022410097. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tai Tone Lim (email available below). General contact details of provider: http://www.worldscinet.com/ijitm/ijitm.shtml .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.