An Empirical Study on the Factors Influencing the Attitude and Behaviors Towards Smartphone Voice Assistant Usage

In the United States, citizens have a positive outlook towards voice assistants in general but show a negative attitude specifically towards smartphone voice assistants due to various factors.Currently, almost no data exist regarding smartphone voice assistant in Indonesia due to the lack of research regarding this technology.This paper aims to fill that gap by studying the factors affecting Indonesia, specifically Jakarta citizen attitude and behavioral intentions toward smartphone voice assistants.This study uses five variables based on previous literature: perceived usefulness, perceived ease of use, privacy concern, attitude, and behavioral intention to establish six research hypotheses.This paper utilizes the quantitative research type by conducting an online survey that includes all variable items to validate the research hypotheses.The online survey collected 400 respondents of Jakarta citizens that use smartphone voice assistants.SmartPLS was used to analyze the validity, reliability, and hypotheses of the study, while supporting data were processed using Microsoft Excel.The results show that all six research hypotheses are valid, in which perceived ease of use has a positive impact on perceived usefulness, perceived usefulness, perceived ease of use, and privacy concern have an effect towards user attitude, while the user attitude itself has a positive impact on their behavioral intention to use a smartphone voice assistant.The theoretical implications of this study are that perceived ease of use can become a factor that positively impact users' behavioral intention on using a smartphone voice assistant and hypotheses tests can show varied results on different target sample who lives in different areas and cultures.The practical implication found from this study is that companies should implement solutions for smartphone voice assistants that focus on the technology's perceived usefulness, perceived ease of use, and privacy concern, as those three factors significantly impact the user's attitude and behavioral intention.