Analysing antecedence of an intelligent voice assistant use intention and behaviour

Abstract

Background: As the use of intelligent voice assistant applications becomes more prevalent, a growing body of studies are examining individuals' interactions with intelligent voice assistants. However, very limited research has focused on comparing the antecedents of both use and non-use behaviour of individuals, based on the technology acceptance models. To fill this gap, the present study investigated antecedents of intelligent voice assistance use and use intention in a cross-sectional setting. Additionally, to go one step beyond the existing literature on technology acceptance models and theories, a new construct termed perceived needs, as well as the moderating role of perceived privacy concerns and perceived awareness, are introduced. Method: A quantitative, cross-sectional research design was utilised using a nonprobability sampling strategy through the online networking platforms. Total of 277 (n = 155 users vs n = 122 non-users) international adults age between 20-74 years (79.6% female, 20.4 %  male) contributed to the study. Ordinary least squares (OLS) linear regression and Bivariate logistic regression analyses for non-users and users were conducted, respectively. Results: Both analyses revealed that peer influence and perceived needs related to the intention to use intelligent voice assistants for non-users, which applied to the current intelligent voice assistance users where privacy concerns were considered. Surprisingly, the key determinants of technology acceptance and use theories, such as perceived ease of use and perceived usefulness, did not hold for intelligent voice assistance usage. Conclusion: The current research contributed to the field by validating new constructs of perceived needs and the moderation role of perceived privacy concerns. However, in order to build on an existing body of knowledge, future studies should further examine the moderation role of perceived privacy concerns, perceived ease of use, and perceived usefulness in the same domain.