THE ROLE OF PERCEIVED CREEPINESS AND CONSUMER RESISTANCE IN CONSUMER HABITS WITH VOICE ASSISTANTS: A BEHAVIORAL REASONING PERSPECTIVE

The purpose of this study is examining the effects of perceived creepiness and consumer resistance on consumer habits with Smart voice assistants in online shopping based on Behavioural Reasoning Theory. The population of the study consists of voice assistant users in Turkey. Data were collected from 252 voice assistant users aged 18 and above through an online survey technique, using online channels, employing a convenience sampling method. Quantitative research methods were employed in the study and the data were analyzed with PLS-SEM. Results showed that perceived creepiness increases consumers' resistance to SVAs. Also, consumer resistance has a negative effect on attitude, while attitude has a positive effect on the habit of using voice assistants. Results were discussed based on Behavioural Reasoning perspective and recommendations were offered for theoreticians and practitioners. This study makes a unique contribution to the literature on voice assistants, behavioral reasoning theory and consumer behavior by considering perceived creepiness as an inhibitor in the habitual use of voice assistants.