engleski

ARE WE READY FOR VOICE-CONTROLLED ONLINE SHOPPING? CROATIAN PERSPECTIVES

Intelligent personal assistants (IPAs) are usually described as application programs or devices that understand user-generated voice commands of spoken languages and perform various tasks as a result. These voice-controlled devices generally rely on artificial intelligence and related technologically advanced approaches. Shopping or purchasing items is one of the actions that this technology may perform for its users. This paper explores IPAs in more detail, including how they work, when and for what they are used, the benefits and barriers of the technology, and the risks they bring to the user. This is still a relatively novel technology as its been initially introduced to the mass market in the last ten-odd years, so available insight is still generally scarce. In order to address this research gap, the study was conducted with the goal of exploring the overall sentiment towards this technology in Croatia as a non-English-speaking European country. The main objective of the paper was to investigate the current level of voice- controlled IPA adoption as well as intentions to use this technology for online shopping or purchasing. The primary focus of the study was set on users' and non-users attitudes and beliefs about the benefits and barriers of IPA adoption, as well as privacy and security concerns associated with specific tasks. Using an online survey and an adapted research framework, the study was conducted on a sample of 310 Croatian smartphone users (N=310). The IPA adoption rate was generally modest, based on the available data. Users of IPA devices typically utilize them for entertainment and convenience, making use of the device's hands-free features, tailored tasks, and information-gathering options. In addition, respondents had reservations about using IPAs for online shipping activities. Nevertheless, IPAs are starting to dominate the markets all over the world, and based on the patterns and projections described ; it's clear that they'll most likely continue to do so.

Intelligent personal assistants, virtual voice assistants, voice-controlled devices, online shopping, v-commerce

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