Research on the continuous usage of voice-assisted smart products
| Author(s) | Context | Method/data | Theoretical foundation | Dependent variable | Independent variables | |
|---|---|---|---|---|---|---|
| Perceived benefits | Perceived costs | |||||
| Han and Yang (2018) | Intelligent personal assistant | PLS-SEM (n = 304) | Parasocial relationship theory (PSR) | Continuance intention | Task attraction, social attraction, physical attraction, parasocial relationship, satisfaction | Security/privacy risk |
| Nguyen et al. (2019) | Voice-user interface (VUI) | PLS-SEM (n = 414) | Technology acceptance model (TAM), Wixom & Todd information system success model (W&T ISS) | VUI use continuance intention | Information quality, information satisfaction, system quality, system satisfaction, perceived usefulness, perceived ease of use, perceived enjoyment, mobile-self-efficacy, trust, attitude toward VUI use | Perceived risk |
| Lee et al. (2020) | Smart voice assistant speaker | PLS-SEM (n = 218) | – | Group harmony, continuance use, habit | Hedonic motivation, compatibility, perceived technology security, satisfaction, diversity use, number of co-users | |
| Ashfaq et al. (2021) | Smart speaker | PLS-SEM (n = 307) | – | Continuance intention | Functional value, hedonic value, economic value, social value, perceived coolness (functionality, attractiveness, subcultural appeal, originality), attitude | |
| Choi and Drumwright (2021) | Artificial intelligence–based voice assistant | Multiple regression (n = 256) | Computers are social actors (CASA) research paradigm | Attitude, satisfaction, continuance usage intention, social attraction, perceived-as-friend, perceived-as-assistant, perceived-as-technology | Social interaction, personal identity, conformity, life efficiency, information | |
| Hsieh and Lee (2021) | Smart speaker | PLS-SEM (n = 391) | TAM, social response theory | Continuance usage intention, online purchase intention through AI assistant | Media richness, parasocial interaction, perceived usefulness, perceived ease of use, trust, attitude toward using | |
| Lee et al. (2021) | Artificial intelligence–based voice assistant system | Advanced analysis of composites (ADANCO) (n = 400) | Postacceptance model of information system continuance (PAMISC) | Continuance intention, intention to recommend | Satisfaction, price value, hedonic motivation, compatibility, perceived security, confirmation, personal innovativeness | Technology anxiety |
| Pal and Arpnikanondt (2021) | Voice assistant | PLS-SEM (n = 419) | TAM, W&T ISS | Continuance usage intention | Attitude, perceived compatibility, perceived usefulness, perceived ease of use, perceived enjoyment, information satisfaction, system satisfaction, service satisfaction, information quality, system quality, service quality | Privacy risks |
| Poushneh (2021) | Voice assistant | PLS-SEM (n = 275) | – | Consumer satisfaction, consumers’ willingness to continue using VA | Functional intelligence, sincerity, creativity, consumers perceived control, voice interaction flow experience during voice interaction with VA, consumers exploratory behavior | |
| Acikgoz and Vega (2022) | Voice assistant | PLS-SEM (n = 265) | TAM | Habit of using VAs | Perceived usefulness, perceived ease of use, attitude toward VAs, trust towards using VAs | Privacy cynicism |
| Aw et al. (2022) | Digital voice assistants | PLS-SEM (n = 411) | Unified theory of acceptance and use of technology (UTAUT), parasocial interaction theory | Continuance intention to shop using digital voice assistant | Perceived anthropomorphism, perceived animacy, perceived intelligence, perceived security, performance expectancy, effort expectancy, social influence, facilitating conditions, parasocial interactions, smart-shopping perception, AI-enabled customer experience | |
| Jain et al. (2022) | Interactive voice assistants | CB-SEM (n = 1820) | Uses and gratifications theory (U>), signaling theory, prospect theory | Overall perceived value, voice assistant continued usage intention | Utility features, hedonic features, social presence | Perceived privacy risk |
| Jo (2022) | Artificial intelligence personal assistant | PLS-SEM (n = 257) | – | Continuance intention | Perceived ease of use, perceived usefulness, novelty value, perceived enjoyment, parasocial interaction, utilitarian value, hedonic value | |
| Lavado-Nalvaiz et al. (2022) | Smart home speaker | PLS-SEM (n = 360) | Personalization–privacy paradox | Perceived value, continued usage | Personalization, humanization, benefits | Risks |
| Maroufkhani et al. (2022) | Voice assistants | PLS-SEM (n = 426) | U>, signaling theory, prospect theory | Perceived value, voice assistant continued usage intention, brand’s loyalty | Utility features, hedonic features, social presence, perceived anthropomorphism, perceived intelligence, attractiveness, trustworthiness, expertise | Perceived privacy risk, irritation |
| Sun et al. (2022) | AI personal assistant | CB-SEM (n = 413) | Technostress | Partial continuance intention, general continuance intention | Satisfaction, IT control, presenteeism | Cognitive overload, technology exhaustion, invasion of privacy, self-disclosure, information overload, irrelevant information, response delay |
| Akdim and Casaló (2023) | Voice assistant | PLS-SEM (n = 316) | Prospect theory, cost–benefit paradigm, social presence and engagement | Perceived value, engagement | Social presence, convenience, compatibility, personalization | Cognitive effort, intrusiveness |
| Ghazali et al. (2023) | Voice assistant | PLS-SEM (n = 281) | Expectation-confirmation model (ECM), technology readiness index, brand credibility | Continuance intention | Optimism, innovativeness, confirmation, satisfaction, brand trustworthiness, brand expertise, system quality (flexibility, reliability, timeliness), information quality (accuracy, up-to-datedness, completeness), anthropomorphism, intelligence | Discomfort, insecurity |
| Hsu and Lee (2023) | Voice assistant | PLS-SEM (n = 305) | Stimulus–Organism–Response (SOR) model, theory of reasoned action (TORA) | Continued usage intention | Humanlike traits, behavioral traits, perceived enjoyment, trust, attitude | Perceived risk |
| Lucia-Palacios and Pérez-López (2023) | Smart home speaker | PLS-SEM (n = 607) | Value-added model (VAM) | Experience value (utilitarian value, emotional value, social image), repurchase intention | Interactivity, usefulness, coolness, autonomy | Intrusiveness, failure severity |
| Molinillo et al. (2023) | Voice assistant | PLS-SEM (n1 = 184); (n2 = 230) | Behavioral reasoning theory | Continuance intention to use, WOM intention, actual use | Quality value, price value, emotional value, social value, effort expectancy, performance expectancy | Privacy risk |
| Moussawi et al. (2023) | Personal intelligent agent | PLS-SEM (n = 232) | Unified model of IT continuance | Continuance of use intention | Satisfaction with use, perceived usefulness, perceived enjoyment, subjective norm toward continuing to use, positive disconfirmation of expectations, perceived intelligence, perceived anthropomorphism, perceived self-extension, perceived ownership, perceived mastery, perceived personalization | |
| Wang et al. (2023) | Smart speaker | PLS-SEM (n = 364) | ECM | Continuance intention | Perceived usefulness, confirmation, satisfaction, personal innovativeness, informational social influence, normative social influence | Familiarity |
| Xie et al. (2023) | Artificial intelligence assistants | PLS-SEM (n = 406) | U>, Use-Gratification-Addiction framework | Continued use intention | Companionship, information, entertainment, social communication, content gratification, process gratification, social gratification, loneliness | |
| Hsieh and Lee (2024) | Voice assistants | PLS-SEM (n = 457) | Stereotype content model | Continuous usage intention, purchase intention | Anthropomorphism, perceived interactivity, social presence, performance expectancy, effort expectancy, perceived warmth, perceived competence, trust | |
| Xie et al. (2024) | Voice-AI chatbot | PLS-SEM (n1 = 473); (n2 = 271) | Parasocial relationship theory | Voice-AI chatbots continuance intention | Human–AI interaction fluency, Human–AI rapport building, anthropomorphism | Privacy concern |
| This study (2025) | Voice-assisted smart products | PLS-SEM (n = 397) | Trade-off model, prospect theory, cost–benefit paradigm | Value-in-use, continuance intention | Perceived benefits, perceived usefulness, perceived ease of use, enjoyment, system quality, system diversity | Perceived costs, device annoyance, surveillance anxiety, security/privacy risk |
| Author(s) | Context | Method/data | Theoretical foundation | Dependent variable | Independent variables | |
|---|---|---|---|---|---|---|
| Perceived benefits | Perceived costs | |||||
| Intelligent personal assistant | PLS-SEM ( | Parasocial relationship theory (PSR) | Continuance intention | Task attraction, social attraction, physical attraction, parasocial relationship, satisfaction | Security/privacy risk | |
| Voice-user interface (VUI) | PLS-SEM ( | Technology acceptance model (TAM), Wixom & Todd information system success model (W&T ISS) | VUI use continuance intention | Information quality, information satisfaction, system quality, system satisfaction, perceived usefulness, perceived ease of use, perceived enjoyment, mobile-self-efficacy, trust, attitude toward VUI use | Perceived risk | |
| Smart voice assistant speaker | PLS-SEM ( | – | Group harmony, continuance use, habit | Hedonic motivation, compatibility, perceived technology security, satisfaction, diversity use, number of co-users | ||
| Smart speaker | PLS-SEM ( | – | Continuance intention | Functional value, hedonic value, economic value, social value, perceived coolness (functionality, attractiveness, subcultural appeal, originality), attitude | ||
| Artificial intelligence–based voice assistant | Multiple regression ( | Computers are social actors (CASA) research paradigm | Attitude, satisfaction, continuance usage intention, social attraction, perceived-as-friend, perceived-as-assistant, perceived-as-technology | Social interaction, personal identity, conformity, life efficiency, information | ||
| Smart speaker | PLS-SEM ( | TAM, social response theory | Continuance usage intention, online purchase intention through AI assistant | Media richness, parasocial interaction, perceived usefulness, perceived ease of use, trust, attitude toward using | ||
| Artificial intelligence–based voice assistant system | Advanced analysis of composites (ADANCO) ( | Postacceptance model of information system continuance (PAMISC) | Continuance intention, intention to recommend | Satisfaction, price value, hedonic motivation, compatibility, perceived security, confirmation, personal innovativeness | Technology anxiety | |
| Voice assistant | PLS-SEM ( | TAM, W&T ISS | Continuance usage intention | Attitude, perceived compatibility, perceived usefulness, perceived ease of use, perceived enjoyment, information satisfaction, system satisfaction, service satisfaction, information quality, system quality, service quality | Privacy risks | |
| Voice assistant | PLS-SEM ( | – | Consumer satisfaction, consumers’ willingness to continue using VA | Functional intelligence, sincerity, creativity, consumers perceived control, voice interaction flow experience during voice interaction with VA, consumers exploratory behavior | ||
| Voice assistant | PLS-SEM ( | TAM | Habit of using VAs | Perceived usefulness, perceived ease of use, attitude toward VAs, trust towards using VAs | Privacy cynicism | |
| Digital voice assistants | PLS-SEM ( | Unified theory of acceptance and use of technology (UTAUT), parasocial interaction theory | Continuance intention to shop using digital voice assistant | Perceived anthropomorphism, perceived animacy, perceived intelligence, perceived security, performance expectancy, effort expectancy, social influence, facilitating conditions, parasocial interactions, smart-shopping perception, AI-enabled customer experience | ||
| Interactive voice assistants | CB-SEM ( | Uses and gratifications theory (U>), signaling theory, prospect theory | Overall perceived value, voice assistant continued usage intention | Utility features, hedonic features, social presence | Perceived privacy risk | |
| Artificial intelligence personal assistant | PLS-SEM ( | – | Continuance intention | Perceived ease of use, perceived usefulness, novelty value, perceived enjoyment, parasocial interaction, utilitarian value, hedonic value | ||
| Smart home speaker | PLS-SEM ( | Personalization–privacy paradox | Perceived value, continued usage | Personalization, humanization, benefits | Risks | |
| Voice assistants | PLS-SEM ( | U>, signaling theory, prospect theory | Perceived value, voice assistant continued usage intention, brand’s loyalty | Utility features, hedonic features, social presence, perceived anthropomorphism, perceived intelligence, attractiveness, trustworthiness, expertise | Perceived privacy risk, irritation | |
| AI personal assistant | CB-SEM ( | Technostress | Partial continuance intention, general continuance intention | Satisfaction, IT control, presenteeism | Cognitive overload, technology exhaustion, invasion of privacy, self-disclosure, information overload, irrelevant information, response delay | |
| Voice assistant | PLS-SEM ( | Prospect theory, cost–benefit paradigm, social presence and engagement | Perceived value, engagement | Social presence, convenience, compatibility, personalization | Cognitive effort, intrusiveness | |
| Voice assistant | PLS-SEM ( | Expectation-confirmation model (ECM), technology readiness index, brand credibility | Continuance intention | Optimism, innovativeness, confirmation, satisfaction, brand trustworthiness, brand expertise, system quality (flexibility, reliability, timeliness), information quality (accuracy, up-to-datedness, completeness), anthropomorphism, intelligence | Discomfort, insecurity | |
| Voice assistant | PLS-SEM ( | Stimulus–Organism–Response (SOR) model, theory of reasoned action (TORA) | Continued usage intention | Humanlike traits, behavioral traits, perceived enjoyment, trust, attitude | Perceived risk | |
| Smart home speaker | PLS-SEM ( | Value-added model (VAM) | Experience value (utilitarian value, emotional value, social image), repurchase intention | Interactivity, usefulness, coolness, autonomy | Intrusiveness, failure severity | |
| Voice assistant | PLS-SEM ( | Behavioral reasoning theory | Continuance intention to use, WOM intention, actual use | Quality value, price value, emotional value, social value, effort expectancy, performance expectancy | Privacy risk | |
| Personal intelligent agent | PLS-SEM ( | Unified model of IT continuance | Continuance of use intention | Satisfaction with use, perceived usefulness, perceived enjoyment, subjective norm toward continuing to use, positive disconfirmation of expectations, perceived intelligence, perceived anthropomorphism, perceived self-extension, perceived ownership, perceived mastery, perceived personalization | ||
| Smart speaker | PLS-SEM ( | ECM | Continuance intention | Perceived usefulness, confirmation, satisfaction, personal innovativeness, informational social influence, normative social influence | Familiarity | |
| Artificial intelligence assistants | PLS-SEM ( | U>, Use-Gratification-Addiction framework | Continued use intention | Companionship, information, entertainment, social communication, content gratification, process gratification, social gratification, loneliness | ||
| Voice assistants | PLS-SEM ( | Stereotype content model | Continuous usage intention, purchase intention | Anthropomorphism, perceived interactivity, social presence, performance expectancy, effort expectancy, perceived warmth, perceived competence, trust | ||
| Voice-AI chatbot | PLS-SEM ( | Parasocial relationship theory | Voice-AI chatbots continuance intention | Human–AI interaction fluency, Human–AI rapport building, anthropomorphism | Privacy concern | |
| This study (2025) | Voice-assisted smart products | PLS-SEM ( | Trade-off model, prospect theory, cost–benefit paradigm | Value-in-use, continuance intention | Perceived benefits, perceived usefulness, perceived ease of use, enjoyment, system quality, system diversity | Perceived costs, device annoyance, surveillance anxiety, security/privacy risk |
Source(s):
Authors’ own work
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