The customer’s perceived value-in-use of voice-assisted smart products and its impact on continuance intention: a trade-off between benefits and costs

Purpose Research on the factors driving and inhibiting prolonged usage of voice-assisted smart products, such as smart speakers from well-known brands like Apple, Amazon and Google, is still emerging. As this knowledge is fundamental for researchers and brand managers aiming to leverage these devices as potential customer touchpoints, this study aims to develop and test the composition of value-in-use, which particularly captures perceptions during or after the usage experience, its product-induced cognitive and affective antecedents and its impact on continuance intention. Design/methodology/approach Partial least squares structural equation modeling was applied to validate the model using data from 397 actual smart speaker users who participated in an online survey. Findings The results underline that a benefit-cost trade-off forms the foundation of perceived value-in-use, which significantly predicts continuance intention. Perceived usefulness, ease of use, enjoyment and system quality increase perceived benefits, whereas device annoyance and security/privacy risk enhance perceived costs. Originality/value This study highlights that a benefit-cost trade-off translates product-induced variables into value-in-use and, in turn, into continuance intention. It offers practical implications for product and brand managers on how artificial intelligence voice-assisted products must be designed to serve as effective brand touchpoints along the customer journey. It further provides a new theoretical basis to investigate continuance intentions.