The effect of perceptions towards digital assistants on consumer intention to use

In the age of information, the concept of digitalization has emerged as a result of technological advancements, significantly impacting both individuals and businesses. With changing consumer habits, businesses are striving to respond to the desires and needs of consumers by utilizing digital technology tools. With the development of digital marketing, new applications have emerged. Artificial intelligence-supported digital assistant applications, capable of engaging in interactive dialogues with individuals either in written or verbal form, are extensively used by both consumers and businesses. This study aims to demonstrate the effect of perceptions towards digital assistants on consumer usage intention. The technology acceptance model has been utilized to examine consumers' attitudes and behaviors. Research data were collected through a survey conducted with 400 participants, and descriptive statistics analysis, factor analysis, correlation analysis, regression analyses were performed using SPSS 25.0 and AMOS 22.0 software. Process Macro software was used to test moderator variables. The analysis results revealed that perceived ease of use, perceived usefulness, and social influence have a positive effect on usage intention. Among demographic variables, only age was found to have a moderating effect on the relationship between perceived ease of use and usage intention.