Innovation resistance and usage intention of virtual assistants. The moderating role of privacy concerns

Purpose This study aims to integrate the Technology Acceptance Model (TAM) and Innovation Resistance Theory (IRT) to explore how innovation and consumer characteristics influence both the usage intention and resistance towards virtual assistants (VAs). In addition, it examines the moderating role of privacy concerns within these relationships. Design/methodology/approach The study uses a quantitative research approach. Data from a survey of 206 VA users provided input for the partial least squares modelling (PLS-SEM) to analyse the proposed model. Findings The findings reveal that performance risk increases resistance to VAs, whereas relative advantage decreases resistance and positively influences usage intentions. Self-efficacy was found to reduce resistance but did not significantly affect usage intentions. The study demonstrates that privacy concerns intensify the negative relationship between resistance and usage intentions, suggesting that higher privacy concerns strengthen resistance and reduce usage intentions. Originality/value The integration of the TAM and the IRT to study VAs provides a holistic view that encapsulates both adoption and resistance within the same model. The inclusion of a moderating factor highlights how privacy concerns can amplify or dampen both the resistance to and the acceptance of VAs, providing a deeper insight into the barriers and facilitators of technology adoption.