An Investigation Of Intention To Use Voice-Based Assistants: A Case Of The Young Vietnamese

Abstract

Experts predict that the era of Internet and digitalization along with speech recognition technology will be inevitable trends in the future. Voice-based assistants (VBAs) are constantly growing their number of users internationally by simplifying the user interface. The management of daily chores including information access, listening to music and news, making purchases, managing other smart linked devices, updating weather conditions, and many other chores is made easier with the use of VBAs (Koon, 2020). However, the determinants that cause people to become dependent on those products powered by artificial intelligence remain vague. By integrating the Unified Theory of Acceptance and Use of Technology (UTAUT) with one more variable - Personal Innovativeness, the current study examined how Vietnamese Gen Z adopted several types of smart voice devices as well as their perceptions and attitudes about them. 300 young VBA users were polled using the survey method to learn more about their adoption and usage patterns. In this research, regression analysis is used to test the hypothesis and validate empirical claims of the suggested model. The results identified several drivers of young people's adoption of VBAs, including Performance Expectancy, Effort Expectancy, Social Influence, and Facilitating Conditions. Additionally, the direct influence of Personal Innovativeness was looked at, consequently, this element was proved to create a considerable influence on the behavioral intention to employ VBAs. The retail sector can benefit from the study's findings by learning more about how consumers feel about voice-activated technology. With this knowledge, a strategic marketing plan could be created to reach their target audience and promote these appliances. The study's results are also helpful for developers, designers, and programmers of technology gadgets since they provide guidance on how to create user-friendly and smart technology-driven devices. Finally, this research can perform as a helpful reference for researchers who are curious in technology investigation in addition to opening possibilities for further research in the Vietnamese setting and in other developing nations generally.