Factors Affecting Voice Assistant Utilization in Online Shopping: A Case Study

This research investigates the factors influencing the adoption of voice assistants (VAs) in online shopping among young Vietnamese consumers. Drawing from the literature on the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), the research explores performance expectancy (PE), facilitating conditions (FC), price value (PV), and habit (H) as key predictors of the intention to use (IU) VAs. We hypothesize that these factors, especially PE, PV, and H, significantly impact users' intentions to utilize VAs for shopping. Using a quantitative approach with a sample of 210 respondents, the research employs survey data collected through Google Forms. Analysis was conducted using SPSS and AMOS software for Exploratory Factor Analysis (EFA) and Structural Equation Modeling (SEM). The findings reveal that PE, PV, and H are significant determinants of IU, while FC showed no substantial impact. These results underscore the importance of VAs in delivering high value at low cost, facilitating easier and more efficient shopping experiences. The implications of this research highlight the growing role of AI in shaping e-commerce, encouraging marketers to integrate VAs into their strategies to enhance consumer engagement and satisfaction.