An Investigation of Indian Generation Z Adoption of the Voice-Based Assistants (VBA)

Abstract

Voice-based assistants (VBA’s) are extensively utilized by all the diverse age groups to manage their day to day activities and entertainment purposes. Still, the factors which encourage individuals to become dependent upon these artificial intelligent driven devices are unknown. The present research analyzed the Indian youngster’s adoption pattern, perceptions, and attitudes toward these types of smart devices by combining the unified theory of acceptance and use of technology (UTAUT). With the help of the survey method, 677 young VBA users were asked questions to know their adoption behavior and usage pattern. Structure equation modeling was applied (SEM) for the empirical validation of the purposed model and the testing of the hypothesis. The findings outlined the prominent factors such as Performance expectancy, Effort Expectancy, Social Influence, and Facilitating Conditions which motivate the youngsters to adopt the VBA’s. Further, the moderating effect of the perceived privacy risk was examined and found a positive impact in a case on Performance expectancy, effort expectancy, and behavioral intention to use VBA’s. Whereas, moderating effect of the perceived privacy risk does not have any effect on Social influence and Facilitating Conditions. The findings of the study are useful for the technology device designers, developers, and programmers that how to design and program these smart technology-driven devices which will appeal to the customers and easy in terms of use.

Keywords:

• Voice based assistants
• artificial intelligence
• technology
• UTAUT
• perceived privacy risk