Ahn, H. Unrevealing Voice Search Behaviors: Technology Acceptance Model Meets Anthropomorphism in Understanding Consumer Psychology in the U.S. Market. Sustainability2023, 15, 16455.
Ahn, H. Unrevealing Voice Search Behaviors: Technology Acceptance Model Meets Anthropomorphism in Understanding Consumer Psychology in the U.S. Market. Sustainability 2023, 15, 16455.
Ahn, H. Unrevealing Voice Search Behaviors: Technology Acceptance Model Meets Anthropomorphism in Understanding Consumer Psychology in the U.S. Market. Sustainability2023, 15, 16455.
Ahn, H. Unrevealing Voice Search Behaviors: Technology Acceptance Model Meets Anthropomorphism in Understanding Consumer Psychology in the U.S. Market. Sustainability 2023, 15, 16455.
Abstract
Voice search technology has gained popularity in recent years, transforming the way individuals interact with digital devices. This study aims to explore the sustainable use intention of voice search, focusing on the psychological factors that influence new technology adoption. Using the Technology Acceptance Model (TAM) and anthropomorphism theory, it provides insights for developers, marketers, and policymakers interested in voice search technology. Through an online survey targeting experienced voice search users in the U.S., the study examines the impact of TAM factors (perceived usefulness, ease of use, quality satisfaction) and anthropomorphism traits (narcissism, Machiavellianism) on sustainable use intention of voice search. Results from hierarchical regression analysis show that perceived usefulness, ease of use, and quality satisfaction positively affect sustainable intention of voice search. Additionally, narcissism and Machiavellianism predict sustainable intention of voice search. By merging TAM and anthropomorphism theory, this study enhances our understanding of voice search behavior and technology adoption.
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
