The role of privacy concerns and technology anxiety regarding digital voice assistants for brand-and price-conscious grocery shoppers

Abstract Online grocery shopping and the use of digital voice assistants (DVAs) have become increasingly common. Despite this development, research on DVAs in the context of grocery purchasing remains limited. This study examines DVAs as frontline service technologies in grocery shopping. It advances understanding of how privacy concerns, technology anxiety, and consumers’ price and brand consciousness influence the acceptance of DVAs. The results show that technology anxiety negatively affects individuals’ perceptions of DVAs, regardless of whether consumers are brand- or price-conscious. Moreover, privacy concerns reduce the behavioral intention of brand-conscious but not price-conscious consumers. The findings provide important implications for researchers and practitioners concerning consumers’ acceptance of DVAs for online grocery shopping.