Mobil telefonlarda sesli asistanların kullanımında güven, hedonik ve fonksiyonel değer, ve gizlilik endişesinin rolü

The influence of artificial intelligence on human life is growing, and voice assistants on mobile phones are one of the tools that penetrate deeply into human life. Consumers are becoming increasingly engaged with it. In other words, a voice assistant is the interface between humans and artificial intelligence. Several technical studies exist on the topic, but consumer attitudes toward voice assistants and artificial intelligence have received little attention. Therefore, it is essential for businesses and developers to acquire knowledge of consumer behavior toward these technologies, rather than technical knowledge. This study aims to investigate the role of trust, hedonic and utilitarian value, and privacy concerns in the use of voice assistants on mobile phones. Using two types of online and paper questionnaires, 267 respondents completed the survey. Additionally, using quantitative methods, version 22 of the SPSS software was used to analyze the collected data. According to the findings, all variables have a significant impact on the utilization of voice assistants. Among all of the varieties, utilitarian benefit has the greatest impact. In addition, the results indicate that despite the popularity of voice assistants among consumers, their, consistency and frequency of use is remarkably low. Furthermore, according to the results of an analysis of demographic data, the most frequent voice assistant users are highly educated consumers, which can be beneficial for businesses and organizations at the segmentation stage.