The role of the humanisation of smart home speakers in the personalisation–privacy paradox

Lavado-Nalvaiz, N. ; Lucia-Palacios, L. (Universidad de Zaragoza) ; Pérez-López, R. (Universidad de Zaragoza)

Resumen: This article examines the personalisation–privacy paradox through the privacy calculus lens in the context of smart home speakers. It also considers the direct and moderating role of humanisation in the personalisation–privacy paradox. This characteristic refers to how human the device is perceived to be, given its voice''s tone and pacing, original responses, sense of humour, and recommendations. The model was tested on a sample of 360 users of different brands of smart home speakers. These users were heterogeneous in terms of age, gender, income, and frequency of use of the device. The results confirm the personalisation–privacy paradox and verify uncanny valley theory, finding the U-shaped effect that humanisation has on risks of information disclosure. They also show that humanisation increases benefits, which supports the realism maximisation theory. Specifically, they reveal that users will perceive the messages received as more useful and credible if the devices seem human. However, the human-likeness of these devices should not exceed certain levels as it increases perceived risk. These results should be used to highlight the importance of the human-like communication of smart home speakers. © 2022 The Authors

Idioma: Inglés

DOI: 10.1016/j.elerap.2022.101146

Año: 2022

Publicado en: Electronic Commerce Research and Applications 53 (2022), 101146 [11 pp]
ISSN: 1567-4223

Factor impacto JCR: 6.0 (2022)

Categ. JCR: COMPUTER SCIENCE, INFORMATION SYSTEMS rank: 33 / 158 = 0.209 (2022) - Q1 - T1
Categ. JCR: COMPUTER SCIENCE, INTERDISCIPLINARY APPLICATIONS rank: 26 / 110 = 0.236 (2022) - Q1 - T1
Categ. JCR: BUSINESS rank: 54 / 154 = 0.351 (2022) - Q2 - T2

Factor impacto CITESCORE: 10.1 - Computer Science (Q1) - Business, Management and Accounting (Q1)

Factor impacto SCIMAGO: 1.307 - Computer Networks and Communications (Q1) - Marketing (Q1) - Management of Technology and Innovation (Q1) - Computer Science Applications (Q1)

Financiación: info:eu-repo/grantAgreement/ES/DGA/S54-20R-GENERES Group
Financiación: info:eu-repo/grantAgreement/ES/MICINN/PID2020-114874GB-I00

Tipo y forma: Article (Published version)

Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)