Determinants of Voice Controlled Intelligent Personal Assistant Devices Adoption an Extended UTAUT2 Perspective

Abstract

Intelligent Personal Assistants like Alexa, Siri, and Google Home, powered by newlineArtificial Intelligence, have revolutionized human interaction with machines through newlinevoice commands. The objective of this research is to identify the determinants of IPA newlineadoption, rank them using the Fuzzy Analytic Hierarchy Process, and ascertain the newlinefactors contributing to IPA adoption by deploying an extended UTAUT2 model. newlineBased on prioritisation of factors by experts, 7 key determinants were included in this newlineresearch namely Performance Expectancy, Effort Expectancy, Social Influence, newlineFacilitating Conditions, Hedonic Motivation, and incorporating Self-Efficacy and newlinePersonal Innovativeness as extensions of the UTAUT2 model to enhance consumer newlinebehaviour prediction. This study employed an online survey method to collect data, newlineresulting in 514 valid responses for subsequent statistical analysis. To test the newlinehypotheses, Partial Least Square Structural Equation Modeling (PLS-SEM) was newlineutilized, using Smart PLS 4 software for evaluation. newlineAs per the findings in this study, the intention to adopt Intelligent Personal Assistants newlineis positively influenced by five factors: Effort Expectancy, Facilitating Conditions, newlinePersonal Innovativeness, Self-Efficacy, and Social Influence. The moderation effect of newlineGender, Age, and Experience on these variables was examined in a detailed analysis. newlineGender moderates the influence of self-efficacy, hedonic motivation, and performance newlineexpectancy on intention to adopt IPA, with males exhibiting higher effects than newlinefemales. Older individuals show a greater impact of self-efficacy on IPA adoption newlineintention, while younger adults exhibit higher susceptibility to social influence newlinecompared to middle-aged and elderly groups. Experience significantly moderates the newlineimpact of facilitating conditions and personal innovativeness on intention, particularly newlineamong those with limited device usage experience, while enjoyment drives behavioral newlineintentions for more experienced users of Intelligent Personal Assista