Intention to use voice assistant technology among Malaysian consumers

Jaidin, Nurul Intan Izainie (2023) Intention to use voice assistant technology among Malaysian consumers. Project Report. Melaka, Malaysia, Universiti Teknikal Malaysia Melaka. (Submitted)

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Abstract

Despite all available technology and capabilities, consumer awareness of voice technologies and assistants is still in its early stages. Voice assistant (VA) is a conversational AI technology that receives and interprets orders using voice commands. This study aims to determine the factors influencing Malaysian consumers' intention to use voice assistant technology. This study used the quantitative research method where the questionnaire that applied Likert Scales, was distributed to all smartphone consumers, especially those with the latest smartphone that has the latest technology. The underlying theory used in this study is UTAUT2 (Unified Theory of Acceptance and Use of Technology) by Venkatesh (2012). To answer the objectives, this research used descriptive and explanatory analysis to investigate the factors influencing consumer intention to use and to study the relationship between these factors and intention to use voice assistant technology among Malaysian consumers. The acquired data from 159 respondents were then analysed using SPSS software to carry out this research. The results indicate that two out of the six factors have a significant relationship with the intention to use voice-assistant technology. The facilitating condition and hedonic motivation are the two factors. The other four factors, namely performance expectancy, effort expectancy, social influence, and habit, had an insignificant relationship with the intention to use a voice assistant. In conclusion, some of the factors that influence consumers' intention to use voice assistants were noted in this study. The limitation of the study are discussed and recommendations are made for future research to explore more consumers' intentions to use a voice assistant.

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