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Exploring the gratifications impacting the usage intention of voice assistants: a multi-method approach.

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Title: Exploring the gratifications impacting the usage intention of voice assistants: a multi-method approach.
Authors: Hadadi Raghavendra, Ananya1 (AUTHOR) ananya.hr20ph@iimranchi.ac.in, Bellary, Sreevatsa1 (AUTHOR), Bala, Pradip Kumar2 (AUTHOR), Mukherjee, Arindam2 (AUTHOR)
Source: Journal of Decision Systems. 2025, Vol. 34 Issue 1, p1-27. 27p.
Subjects: Artificial intelligence, Voice recognition software, Interdisciplinary research, User experience, Attitude (Psychology), Media consumption, Reward (Psychology)
Abstract: In an era where interactive technology is revolutionising everyday experiences, AI-driven voice assistants are emerging as pivotal tools in reshaping user interactions and behaviours. This study delves into the gratifications affecting the usage intention of AI-driven voice assistants. Using the Uses and Gratifications (U&G) theory, this study employed a multi-method approach, including qualitative interviews and Natural Language Processing (NLP) based analysis of online reviews to uncover four positive gratifications (instrumental, informational, emotional and process) and two negative gratifications (control and curiosity). A cross-sectional survey was conducted, and the results of Partial Least Square Structural Equation Modelling (PLS-SEM) indicated that the positive gratifications significantly influence usage intention. While the negative gratifications of control and curiosity, though suggesting potential negative impacts, were not found to be significant. The results of the study offer actionable insights for managers of voice assistants to improve the usage intention of users. [ABSTRACT FROM AUTHOR]
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Database: Engineering Source
Description
Abstract:In an era where interactive technology is revolutionising everyday experiences, AI-driven voice assistants are emerging as pivotal tools in reshaping user interactions and behaviours. This study delves into the gratifications affecting the usage intention of AI-driven voice assistants. Using the Uses and Gratifications (U&G) theory, this study employed a multi-method approach, including qualitative interviews and Natural Language Processing (NLP) based analysis of online reviews to uncover four positive gratifications (instrumental, informational, emotional and process) and two negative gratifications (control and curiosity). A cross-sectional survey was conducted, and the results of Partial Least Square Structural Equation Modelling (PLS-SEM) indicated that the positive gratifications significantly influence usage intention. While the negative gratifications of control and curiosity, though suggesting potential negative impacts, were not found to be significant. The results of the study offer actionable insights for managers of voice assistants to improve the usage intention of users. [ABSTRACT FROM AUTHOR]
ISSN:12460125
DOI:10.1080/12460125.2025.2593091