FACTORS INFLUENCING SERVICE CONTINUATION INTENTION: A SEQUENTIAL MEDIATION MODEL

Abstract

With Artificial Intelligence (AI) and voice assistants (VAs) gaining presence of mind and going into the mainstream of most lifestyles, it is important to know what influences long term user loyalty, more so in emerging economies like Pakistan. This research deals with the interaction between psychological and behavioral processes of continuation attitude towards service, by the users to VAs. The study allows exploring the influence of user perceptions associated with privacy (privacy concern, privacy risk, privacy cynicism), trust, and usability (ease of use, perceived usefulness) on their intention to use these services any longer and suggests a sequential mediation structure of these values, as they influence attitude, which, subsequently, influences engagement further resulting into service continuation intention. In a quest to look into this framework, a cross-section study survey of 350 consumers in Lahore, Pakistan, who had been using VAs actively within three months, was developed. Analysis of the data obtained were carried out through Partial Least Squares Structural Equation Modeling (PLS-SEM) in order to recognize both the measurement and structural models. Cronbach alpha, composite reliability and validity (convergent and discriminant) tests proved the reliability and validity of the constructs, making it strong basis of the testing of hypotheses as well. The results demonstrate that the attitude of users toward VAs is strongly and positively influenced by three factors, namely perceived usefulness, ease of use, and trust where the former is the most effective predictor. Privacy concern and privacy risk on the other hand projected a high negative significant effect on user attitude together with privacy cynicism. Through the analysis, it was also ascertained that user engagement is the most powerful direct determinant of service continuation intention. The moderate of this study, the sequential mediation model, was proved and all its six hypotheses found to be true. The findings demonstrate that attitude towards use of VAs and participation with VAs in a sequential scenario acts as mediators between every one of the six antecedents (privacy concern, privacy risk, privacy cynicism, trust, ease of use, and perceived usefulness) and the final service continuation intention. This paper offers valuable contribution just because it proves that the route into long-term VA usage is not narrowly functionality-bound, the process is buried deeper in the realm of psychological comfort and behavioral investment of users. Although the usability and functionality act as the key aspects of the formation of the positive initial attitude, it is the further meaningful interaction that confirms the user that they should proceed with using the service. The findings are of paramount importance both to the developers, marketers, and policymakers, advertising the significance of developing the trust with them and being transparent in discussing the privacy concerns and thus gaining user loyalty. Business that want to succeed in current changing environment of digital world in Pakistan and other markets need to develop VA experience in a way that it is not only useful and easy to interact with but it also develops a trusted engaging relationship with user.

Keywords: Service Continuation Intention, Voice Assistants, Attitude, Engagement, Privacy Concern, Privacy Risk, Privacy Cynicism, Trust, Perceived Usefulness, Ease Of Use