Alexa – Welcome to the Family! : IT identity's mediating role on Social Presence and Deep Use of In-Home Voice Assistants

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Diel, Sören ; Höger, Carolin ; Schick, Doreen:
Alexa – Welcome to the Family! : IT identity's mediating role on Social Presence and Deep Use of In-Home Voice Assistants.
In: Proceedings of the 42nd International Conference on Information Systems (ICIS). - Austin, USA , 2021

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Driven by artificial intelligence, in-home Voice Assistants (VA) emerge as an integral part of individual’s everyday life. As social structures and processes expand into a digital society, IS research started to examine this intertwinement and identified Information Technology (IT) identity as a concept to grasp IT use behavior. Yet, research on IT identity in connection with VAs is rare. To close this gap, we developed and empirically tested a conceptual model (n = 322 VA-user). In our sample, symbolic value and hedonic motivation positively associate with IT identity, while privacy concerns negatively relates to T identity. Moreover, IT identity enhances deep use and social presence and mediates the relationship between symbolic value/hedonic motivation and deep use/social presence. With our study, we provide critical theoretical and practical implications regarding use behavior and social presence of VAs. Moreover, we contribute to a deeper understanding of IT identity