Okay Google, Good to Talk to You… Examining the Determinants Affecting Users’ Behavioral Intention for Adopting Voice Assistants: Does Technology Self-Efficacy Matter?

Abstract

This study investigates the impact of attitude and trust on the behavioral intention of adopting artificial intelligence (AI)-based voice-assistant services through the integration of parasocial relationship theory (PSR) and human–computer interaction (HCI) theory. Employing a deductive approach, partial least squares structural equation modeling (PLS-SEM) was performed to assess the proposed model based on 295 participants by using a purposive sampling method. Findings revealed that the functional components significantly impacted users’ attitudes, while social attributes, such as social cognition and electronic word of mouth (e-WOM), were revealed to be critical constituents in driving users’ trust. Moreover, technology self-efficacy (TSE) showed a moderating impact on the relationship between trust and behavioral intention to use voice-assistant services. Based on the findings, the study provides robust and meaningful insights for managers and designers to foster trust and form a positive attitude among the users. Additionally, the outcome of the study adds to the body of research on AI-based technology adoption and interactions by investigating the antecedents of trust and attitudes towards voice-assistant services.

Virtual resonance: analyzing IPA usage intensity under COVID-19's isolating canopy

“…The influence of parasocial interaction on IPA usage intensity (H4) was strongly supported in this study, with a significant coefficient ( β = 0.511, p < 0.001). This result corroborates earlier research that suggests a robust link between the development of parasocial relationships and increased interaction with technology 104 , 105 . The substantial coefficient indicates that users who develop a sense of friendship or emotional connection with their IPAs tend to use these systems more extensively.…”

Managing Consumers’ Adoption of Artificial Intelligence-Based Financial Robo-Advisory Services: A Moderated Mediation Model

“…Scholars are increasingly interested in assessing consumer value perceptions and the overall effects on behavior. A number of empirical studies confirm that perceived value influences customers' attitudes and behavior (Gordon et al, 2018;Ashrafi and Easmin, 2022;Roh et al, 2022). For example, Ashrafi et al (2021) found that a customer's value perceptions of an offering's worth influence their intention to use services.…”

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