||Digital voice assistants (DVAs) have the potential to radically change
the communication between companies and their customers in the near future.
However, despite enormous cost and convenience reduction advantages for
both sides, their acceptance is still limited and even tools for measuring
their acceptance are missing. Consequently, in this paper, we investigate
whether the Uses and Gratifications Approach (UGA) and/or the Technology
Acceptance Model (TAM) is/are better suited for this purpose. We have a
closer look on a popular DVA – Google Assistant – and investigate DVA
acceptance in a navigation and sightseeing context using a field experiment
and a follow-up questionnaire (n=173 participants). The results are promising:
Both approaches (UGA and TAM) are valid tools. Pastime, expediency, and
enjoyment demonstrate to be important drivers for using DVAs.