The Influence of Information Suggested by Voice Assistants on Online Purchase Intention: A Case Study

This research examines the influence of voice assistants (VAs) on online purchase intentions among Vietnamese youth, focusing on how the quality and reliability of information provided by VAs impact consumer behavior. The study explores the roles of perceived information quality and credibility in shaping perceived usefulness, which in turn drives purchase intentions. A quantitative methodology was used, with Structural Equation Modeling (SEM) to analyze variable relationships and Confirmatory Factor Analysis (CFA) to validate the measurement model. The validity and reliability of the constructs were confirmed using data from 234 respondents. The results indicate that high-quality and reliable information from VAs positively influences perceived usefulness, which strongly impacts purchase intentions. These results demonstrate how important accurate and timely data are in influencing consumer choices. It is recommended that VA developers enhance information accuracy, while retailers should adjust their SEO strategies to align with VA information processing capabilities to improve online sales effectiveness.