Fostering Consumers’ Attitude and Satisfaction Towards Voice Assistants: An Empirical Validation

Abstract

This all-inclusive comprehensive research paper talks about the attitude and inclination of customers towards ‘voice assistants’ which has been a sensation in the information technology, automated response and robotics in past one decade. The paper critically examines and discusses about the aspects such as theory of consumption values (TCV); history, current market and penetration of voice assistants in India. Data was gathered by North Indian respondents using voice assistants. The sample comprised of 332 respondents and data was analyzed using Structural Equation Modelling (SEM). The results confirmed the significant positive impact of all the values in building positive attitude. Convenience value and emotional value emerged as strongest predictors of customer attitude followed by device quality and epistemic value. Moving ahead attitude also had strong impact on customer satisfaction. Using TCV theoretical framework, this research is an initial end-eavor to analyze the enablers of voice assistants which will not only help in their adoption but also provide deep insights to the developers also.