Public Perceptions Regarding Data Privacy in Use of Smart Speaker

This study aims to determine public perceptions of smart speakers regarding data privacy. Digital technology such as artificial intelligent (AI) are growing every year and implemented in many devices, which includes smart speakers. Smart speaker as virtual assistant makes people can interact with system using internet of things. There are several issues related with this, one of them is data privacy because smart speakers track user voice input and processed it through the internet. This research uses quantitative methods through online questionnaires and the population are Indonesia citizens that have not yet use smart speakers with the sample size of 187 samples. A modified Technology Acceptance Model (TAM), is used for this research. which consists variable factors such as perceived privacy (PP), perceived enjoyment (PE), perceived usefulness (PU), perceived ease of use (PEOU), attitudes (AT), behavior intention (BI), and perceived trust (PT). This research revealed that perceived trust does not influence on attitude toward using smart speaker, but perceived usefulness, perceived ease of use, perceived privacy, and perceived enjoyment positively influence the attitude towards smart speakers. Perceived usefulness and attitude positively also influence the respondent intention in using smart speakers. The limitation of this study is small sample size and limited survey area.