Factors Behind Virtual Assistance Usage Among iPhone Users: Theory of Reasoned Action

Abstract

Smartphone usage is increasing due to several features and opportunities offered by manufacturers and service providers. Existing literature attributes this increased usage to the availability of virtual assistants, mainly voice assistants, that ensure users' facility and maximum benefit. This research also focused on the factors behind voice assistant usage, particularly in iPhones among users in the United Arab Emirates. Notably, the conceptual framework in this research is supported by the Theory of Reasoned Action. The researchers adopted a cross-sectional design and gathered data from n= 251 respondents. Data analysis through Structural Equation Modelling revealed that, Perceived Ease of Use, Subjective Norms, and Perceived Behavioral Control work as significant factors contributing to iPhone-based voice assistant usage. On the other hand, Expectation Confirmation also works as a significant factor in Siri usage. On the other hand, Satisfaction significantly mediated (p> .022) the users’ Expectation Confirmation leading to Siri usage among the respondents. Further, the Artificial Neural Network Analysis (ANN) revealed an overall accuracy regarding Training at 14.8% and 30.8% concerning Testing. Thus, it is concluded that the devices accompanied by ease of use are preferred due to their distinguished services. In this regard, highlighting voice assistants' help also reflects the importance of technology in our daily lives. Especially mobile computing is playing a significant role in improving our everyday technology experiences.

Examining the factors fostering metaverse experience browser acceptance under unified theory of acceptance and use of technology (UTAUT)

“…Thus, metaverse technology is booming, especially after the Covid-19 pandemic (Farhi et al, 2023;; it has gained much more success. Since its evolution is befitting almost every aspect of life, education is no exception.…”

“…Additionally, it may offer features like search functionalities, customization options, and social networking capabilities within the metaverse. This browser is pivotal in democratizing access to the metaverse, making it more accessible to a wider audience, including students in educational settings Farhi et al, 2023).…”

“…As noted, using metaverse technology widely helped bridging the gap between students and teachers in the UAE. With the previous COVID-19 pandemic the situation Farhi et al, 2023), students had to rely heavily on online learning. However, traditional online learning needs more personal interaction than students and teachers have in the classroom.…”

“…Thus, based on these two gaps, this research is focused on examining the role of theoretical factors that are proposed as affecting metaverse experience browser acceptance among the Emirati students. Notably, metaverse is widely adopted in different fields of life (Farhi et al, 2023;, however, its adoption among the students are assumed to highlight its importance among the young generation as their technology acceptance is relatively fast than other age groups. Thus, the objectives of the relevant study are (i) to examine the factors that may contribute to metaverse technology acceptance among Emirati students and, (ii) The metaverse-based application that is accelerating its acceptance among the students on the young students having Metaverse Experience Browser on mobile phones.…”