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Online Research Seminar
3:00 pm, Thursday, 7 April 2022

Intelligent Personal Assistants (IPAs) are increasingly being integrated in many consumer products such as smartphones or cars. However, according to recent research only 50% of the population is using IPAs displaying a certain resistance behaviour. Moreover, studies on the reasons for IPA resistance are not available. Consequently, our study strives to close this research gap by identifying key drivers of innovation resistance and adoption behaviour of IPAs. Using a large-scale online survey (n=168) we find that individual differences, data privacy concerns, trust in AI and perceived creepiness play an important role for innovation resistance. More specifically, trust in AI applications partially mediates the relationship between individual differences and innovation resistance. Additionally, perceived creepiness fully mediates the relationship between AI data privacy concerns and innovation resistance. Our results provide valuable implications for the development and marketing of IPAs emphasizing the importance of trust and perceived creepiness for a customer’s innovation resistance.

Alexa you freak me out – Identifying the drivers of innovation resistance research paper

About the speaker

Matthias Handrich is Professor of International Business at Pforzheim University. He studied business administration at the University of Mannheim, as well as at EDHEC Nice and the London School of Economics. After completing his doctorate at the EBS University of Business and Law, Matthias Handrich worked as a consultant at Siemens AG from 2012 to 2018, where he led projects focusing on digital transformation, digital marketing and sales, and innovation and technology management. From 2018 to 2020, he worked at Daimler AG in the CASE (Connected, autonomous, shared, and electric) division where he led group-wide projects in the areas of AI, data science/ machine learning for digital sales and developed digital business models for autonomous driving.

He has published in numerous internationally renowned top journals such as the Journal of Product Innovation Management, ICIS and the Journal of the Academy of Marketing Science.
His research focuses on AI, digital transformation, innovation management, and digital marketing & sales topics. He is also a reviewer for numerous internationally renowned journals.