Exploring the impact of gratifications (hedonic, utilitarian, symbolic and social benefits) on the behavioral intention of voice assistants’ users

Abstract

Voice Assistants have gained more attention in both real-life and academic fields thanks to their roles in the advanced world. This study aims to investigate the Behavioral Intention of Voice Assistants’ users by exploring the mediating role of Subjective Well-being and the moderating role of Innovativeness based on the Utilitarian and Gratification Theory framework. A quantitative study with structural equation modeling was carried out using SPSS and PLS-SEM software to analyze a sample of 230 Voice Assistant users. The findings illustrate that the Subjective Well-being of Voice Assistants’ users is influenced by Utilitarian benefits, Symbolic benefits and Social benefits. Behavioral intention is directly influenced by Utilitarian benefits, Hedonic benefits and Social benefits. The research establishes the moderating role of Innovativeness in the relationship of Subjective Well-being and Behavioral Intention. This study provides deeper insight into the motivations of Voice Assistants’ users from social and psychological viewpoints.

Keywords

• voice assistants
• utilitarian and gratification theory
• subjective well-being
• behavioral intention
• innovativeness