A Study on the Factors Influencing Behavioral Intention of Indian Consumers in Adopting Voice Assistants

Abstract

In the past few years, Internet of Things (IoT) has led to multiple devices interacting with humans as well as other devices, helping create a huge network of these entities that share data on a regular basis. The use cases of IoT technology have become synonymous with devices used to enable "Smart Home", wherein various applications inside the house are usually controlled using smartphones or smart speakers.These Smart Speakers and Smart Phones are enabled using Voice Assistants developed by various Tech Giants from all over the world. Various Tech Companies have developed their own Voice Assistants that are integrated in multiple devices, ranging from Smart phones, Smart Speakers to Smart TVs. Using their ability to connect to the Internet and the eco-system formed by the Tech Giants, Voice Assistants are helping to improve the quality of life.Despite the extensive coverage in media, review of Literature showed that no such research about adoption of Voice Assistants by Indian Consumers has been conducted. There hasn't been any study that evaluates factors that influence the adoption of Voice Assistants by Indian Consumers. That is the gap which this research addresses and tries to fill. Through this study, we aim to build a model which finds out Indian consumers' acceptance of Voice Assistants for this technology to reach commercialisation.The purpose of this study is to explore the user attitudes, satisfaction, and other factors governing and encouraging or discouraging the intention of Indian Consumers to adopt Voice Assistants. Through analysis, we can find out the inconveniences of adoption and usage process and propose the direction of product improvement.

Voice assistants and U.S. consumer behavior: A comprehensive review: investigating the role and influence of voice-activated technologies on shopping habits and brand loyalty

“…Furthermore, the adoption of voice assistants is not uniform across all demographics. Studies, such as the one conducted by Kaul, Shah, and Dhakephalkar (2020), indicate that factors such as user attitudes, satisfaction, and cultural context significantly influence the adoption of voice technology. In markets like India, for instance, the adoption patterns of voice assistants may differ from those in Western countries, suggesting a need for tailored approaches in different markets.…”