Understanding user behavior of virtual personal assistant devices

With the development of artificial intelligence technology, the market for virtual personal assistant (VPA) devices is emerging as a new battleground for global information technology companies. This study develops a comprehensive research model, based on perceived value theory, to explain potential customers' intentions to adopt and use VPA devices. It investigates the relationship between perceived usefulness, perceived enjoyment, and product-related characteristics (i.e., portability, automation, and visual attractiveness). The research model and hypotheses are evaluated through Partial least squares analysis, using 313 survey samples. The results show that perceived usefulness and enjoyment have a significant impact on usage intention. Among the three constructs reflecting software- and hardware-based utilitarian value, content quality has the strongest impact on perceived usefulness. From the perspective of hedonic value, content quality, which is also a utilitarian attribute of VPA devices, and visual attractiveness positively affect perceived enjoyment. This study concludes by discussing implications and offering useful suggestions for academia and practice.