Exploring the usage intention of AI-powered devices in smart homes among millennials and zillennials: the moderating role of trust
ISSN: 1747-3616
Article publication date: 22 August 2023
Issue publication date: 2 January 2024
Abstract
Purpose
This study aims to investigate how artificial intelligence (AI)-powered smart home devices affect young consumers' requirements for convenience, support, security and monitoring, as well as their ability to advance environmental sustainability. This study also examines the variables that impact users' motivation to use AI-powered smart home devices, such as perceived value, ease of use, social presence, identity, technology security and the moderating impact of trust.
Design/methodology/approach
The responses from residents of Sarawak, Malaysia, were collected through online questionnaires. This study aimed to examine the perceptions of millennials and zillennials towards their trust and adoption of AI-powered devices. This study used a quantitative approach, and the relationships among the study constructs were analysed using partial least squares - structural equation modelling.
Findings
The present study found that perceived usefulness, ease of use and social presence were the main motivators among actual and potential users of smart home devices, especially in determining their intentions to use and actual usage. Additionally, there was a moderating effect of trust on the relationship between perceived ease of use, social presence, social identity and intention to use AI-powered devices in smart homes.
Originality/value
To the best of the authors’ knowledge, this is one of the first studies to examine the factors influencing smart technology adoption. This study provided meaningful insights on the development of strategies for the key stakeholders to enhance the adoption and usage of AI-powered smart home devices in Sarawak, one of the promising Borneo states. Additionally, this study contributed to the growing body of knowledge on the associations between technology acceptance model dimensions, intention and actual usage of smart technology, with the moderating impact of trust.
Keywords
Acknowledgements
The author(s) would like to thank the University of Technology Sarawak (UTS) for supporting this research.
Funding: The author(s) received no financial support for the research, authorship and/or publication of this article.
Declaration of conflicting interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship and/or publication of this article.
Citation
Chin, C.-H., Wong, W.P.M., Cham, T.-H., Thong, J.Z. and Ling, J.P.-W. (2024), "Exploring the usage intention of AI-powered devices in smart homes among millennials and zillennials: the moderating role of trust", Young Consumers, Vol. 25 No. 1, pp. 1-27. https://doi.org/10.1108/YC-05-2023-1752
Publisher
:Emerald Publishing Limited
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