Unlock Happy Interactions: Voice Assistants Enable Autonomy and Timeliness

Abstract

This study examines the effects of three interactive voice assistant (VA) features (responsiveness, ubiquitous connectivity, and personalization) on consumer happiness. An online survey was administered to 316 VA consumers, and the data were analyzed using structural equation modeling with SmartPLS 4 software. The results indicate that VA responsiveness, ubiquitous connectivity, and personalization have significant effects on consumer happiness. This study also provides evidence that consumer happiness is influenced by VA features through the mediating roles of autonomy and timeliness. Notably, perceived privacy risk has a dual effect, negatively affecting happiness but positively moderating the relationship between autonomy and happiness, suggesting a complex interplay between benefits and concerns in user interactions with VAs. This study highlights the need for VA businesses to consider both the enhancing and mitigating factors of technology for user experiences. Furthermore, our findings have significant implications for VA businesses and executives, suggesting that improved interactions through these VA features can better serve consumers and enhance their experiences.