You Are Not Alone: A Serial Mediation of Social Attraction, Privacy Concerns, and Satisfaction in Voice AI Use

Abstract

The popularity of voice-activated artificial intelligence (voice AI) has grown rapidly as people continue to use smart speakers such as Amazon Alexa and Google Home to support everyday tasks. However, little is known about how loneliness relates to voice AI use, or the potential mediators in this association. This study investigates the mediating roles of users’ perceptions (i.e., social attraction, privacy concerns, and satisfaction) in the relationship between users’ social loneliness and intentions to continue using voice AI. A serial mediation model based on survey data from current voice AI users showed that users’ perceptions were positively associated with behavioral intentions. Several full serial mediations were observed: people who felt lonely perceived (1) voice AI as a more socially attractive agent and (2) had fewer privacy concerns. These aspects were each tied to satisfaction and subsequent usage intention. Theoretical and practical implications are discussed.