Voice assistants, supported by artificial intelligence, speech recognition, and natural language processing, have significantly transformed the way users interact with digital systems in recent years. They enable information retrieval and task execution through voice commands, contributing to a more natural and intuitive use of technology. Despite their increasing availability, the use of voice assistants among users is not self evident, as many users are familiar with the technology but use it rarely or not at all. The aim of this master’s thesis is to examine the factors influencing users’ intention to use voice assistants, with a particular focus on Google Assistant as a case study. The research is based on the Unified Theory of Acceptance and Use of Technology (UTAUT), which explains technology acceptance through performance expectancy, effort expectancy, social influence, and facilitating conditions. The results of the empirical analysis show that performance expectancy and facilitating conditions have a significant positive effect on the intention to use voice assistants. Users are more likely to adopt voice assistants when they perceive clear benefits and have adequate technical support and usage conditions. Effort expectancy did not prove to be a significant factor, indicating that users do not perceive the technology as difficult to use. Although privacy concerns are present, they do not necessarily discourage usage when perceived benefits outweigh these concerns.
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