Customization, loneliness, and optimism: drivers of intelligent personal assistant continuance intention during COVID-19

Abstract

With the growing prominence of artificial intelligence, intelligent personal assistants (IPAs) have become integral to various industries and individuals’ lives. This study investigates the factors influencing the continuance intention of IPA users. The study aims to address the current knowledge gap and provide valuable insights by comprehensively validating factors that can influence IPA users’ behavior in the context of the COVID-19 pandemic. An integrated framework is proposed to identify critical factors impacting IPA usage, and actual IPA users were surveyed. Data from 258 users during the pandemic were collected and analyzed using structural equation modeling. The findings demonstrate that perceived usefulness significantly influences users’ intentions to continue using IPAs, while perceived ease of use has a significant impact on both perceived usefulness and enjoyment. Additionally, customization, feelings of loneliness due to COVID-19, and optimism positively contribute to users’ intention to continue using IPAs. Moreover, the quality of the system and service plays a significant role in user satisfaction. This study sheds light on the crucial determinants of IPA adoption and offers insights for designing and improving IPA systems. The findings can inform the development and enhancement of IPA technologies, enabling service providers to drive user satisfaction, customization, and overall user experience, ultimately fostering further growth and advancement in the IPA industry.