Voice Unbound: The Impact of Localization and Experience on Continuous Personal Voice Assistant Usage and Its Drivers

Abstract

This research explores the key factors driving the continuous use of Personal Voice Assistants (PVAs), particularly emphasising the roles of localization and experience in shaping these behaviours. Data has been gathered from 1041 PVA users through an online survey. By integrating psychological (Attitude, Enjoyment, and Personal Innovativeness), technological (Perceived Ease of Use and Usefulness), and social (Subjective Social Norms) factors, the study uncovers the complex mechanisms that influence users’ continued usage intentions towards PVAs. It also examines how localization and experience moderate these relationships, offering key insights for developers and marketers to optimise users’ continuous usage and expand market reach by effectively targeting diverse consumer segments. Further, qualitative insights reveal user needs and barriers, offering a deeper understanding of user expectations. The study also highlights several promising avenues for future research to further examine evolving dynamics between users and PVAs.

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