Hey Alexa, why do we use voice assistants? The driving factors of voice assistant technology use

ABSTRACT This study identified three factors to predict the use of the artificial intelligence communication devices known as voice assistants such as Amazon’s Alexa or Apple’s Siri: technological factors (usefulness and perceived ease of use), social influence factors (personal and societal norms), and risk factors (privacy concerns and perceived security). Considering these factors as significant antecedents, this study proposed an extended Technology Acceptance Model. To examine the proposed model, an online survey was conducted with 558 respondents. The findings indicate that perceived usefulness, personal norms, and perceived security have positive relationships with attitudes toward using voice assistants. Additionally, privacy concerns had a negative relationship with attitudes toward using voice assistants, which in turn has a positive relationship with the behavioral intention. Practical and theoretical implications are discussed.