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Unrevealing Voice Search Behaviors: Technology Acceptance Model Meets Anthropomorphism in Understanding Consumer Psychology in the U.S. Market

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  • Hongmin Ahn

    (Department of Advertising and PR, Dongguk University-Seoul, Seoul 04620, Republic of Korea)

Abstract

Voice search technology has surged in popularity in recent years, reshaping the way people interact with digital devices. This study investigates the multifaceted factors influencing voice search behaviors, considering the evolving landscape of online search methods. By integrating the technology acceptance model (TAM) and anthropomorphism theory, this research aims to offer valuable insights for developers, marketers, and policymakers interested in voice search technology. Through an online survey targeting experienced voice search consumers in the US, the study examines the impact of TAM factors (perceived usefulness, ease of use, quality satisfaction) and anthropomorphism traits (narcissism, Machiavellianism) on the intention to use voice search. Results from hierarchical regression analysis show that perceived usefulness, ease of use, and quality satisfaction positively affect the intention to use voice search. Additionally, narcissism and Machiavellianism positively affect the intention to use voice search. By merging TAM and anthropomorphism theory, this study enhances our understanding of voice search behavior and AI-driven technology adoption.

Suggested Citation

  • Hongmin Ahn, 2023. "Unrevealing Voice Search Behaviors: Technology Acceptance Model Meets Anthropomorphism in Understanding Consumer Psychology in the U.S. Market," Sustainability, MDPI, vol. 15(23), pages 1-12, November.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:23:p:16455-:d:1291632
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