Journal Article


Adoption of Smart Voice Assistants Technology among Airbnb Guests: A Revised Self-Efficacy-Based Value Adoption Model

Abstract

Smart technology applications in hospitality can leverage user experience values only if they are motivated to adopt the provided technology. This study aimed to understand Airbnb guests’ intentions to adopt smart voice assistants (SVAs) like Amazon Alexa or Google Home. Underpinned by social cognitive theory (SCT), a revised self-efficacy-based value adoption model (SVAM) was developed for the study. A survey sample of 255 UK Airbnb guests was analysed using PLS-SEM statistical technique. The results indicate that perceived functional value, perceived emotional value and perceived privacy risk were the significant determinants for Airbnb guests’ intention to adopt SVAs, while the effect of perceived social value was insignificant. Self-efficacy directly influenced SVA adoption intention among Airbnb guests and indirectly via the perceived values. Our multiple group analysis suggests that self-efficacy on perceived functional value contrasted significantly between everyday users and occasional users. This study is one of the pioneering empirical studies investigating guests’ technology adoption behaviour in the Airbnb context. Specifically, the revised SVAM model advances SCT literature and contributes to understanding smart technology adoption associated with Airbnb guests. Also, this study provides practical implications for Airbnb stakeholders to enhance the Airbnb guest experience value by using Airbnb smart technology applications. 



The fulltext files of this resource are currently embargoed.
Embargo end: 2023-06-13

Authors

Cao, Dongmei
Sun, Yan
Goh, Edmund
Wang, Rachel
Kuiavska, Kate

Oxford Brookes departments

Oxford Brookes Business School

Dates

Year of publication: 2022
Date of RADAR deposit: 2021-12-22


Creative Commons License This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License


Related resources

This RADAR resource is the Accepted Manuscript of Adoption of Smart Voice Assistants Technology among Airbnb Guests: A Revised Self-Efficacy-Based Value Adoption Model

Details

  • Owner: Daniel Croft
  • Collection: Outputs
  • Version: 1 (show all)
  • Status: Live