User Experience of Digital Voice Assistant: Conceptualization and Measurement

Abstract

With the development of digital virtual assistants (DVA), academics and practitioners have increased attention to the DVA user experience. However, the measurement scale of DVA user experience is still under-researched, which may hinder further empirical study on human-DVA interaction. This study rigorously developed dimensions and associated scales of the DVA user experience. We employed a mixed-method approach that integrated qualitative and quantitative methods. This study first developed multilevel dimensions of DVA user experience based on consumers’ online reviews (n = 21,314), then adopted the ten-step method to develop the associate measurement scale with reliability and validity by collecting and examining three data sets (pretest: n = 368, refinement and validation: n = 585, cross-validation: n = 567). This study fills the gap of a lack of research on the classification and measurement of DVA user experience and provides a reference for practitioners in developing DVA and continuously improving the DVA user experience.