Extending the Technology Acceptance Model: Exploring Trust and Perceived Risk in the Adoption of Virtual Assistants within the Context of Saudi Arabia

Abstract

This research examined, in depth, the factors that impact users' willingness to utilise virtual assistant apps in the Kingdom of Saudi Arabia. The analysis included trust and perceived risk as essential elements, expanding on the technology acceptance model. Drawing from the perspectives of 281 virtual assistant application users in Saudi Arabia, the results of the study confirmed and underscored the significant, positive roles played by both the technology acceptance model and user confidence in shaping users’ propensity to embrace virtual assistant applications. In addition, the study revealed that different dimensions of perceived risk, spanning performance, as well as psychological risks, privacy risks and security risks did not exert any noteworthy influence on the adoption of virtual assistant applications. These findings provide valuable strategic insights for virtual assistant companies, aiding them in devising strategies to attract users and efficiently allocating resources for customer growth and retention. Furthermore, this investigation presents empirical evidence that enhances the theoretical comprehension of users' intents to embrace virtual assistant apps, specifically in the context of Saudi Arabia.