Factors Behind Virtual Assistance Usage Among iPhone Users: Theory of Reasoned Action

Dublin Core

Title

Factors Behind Virtual Assistance Usage Among iPhone Users: Theory of Reasoned Action

Subject

Artificial Intelligence; Mobile-computing; iPhone; Siri; Voice Assistance; United Arab Emirates

Description

Smartphone usage is increasing due to several features and opportunities offered by manufacturers and service providers. Existing literature attributes this increased usage to the availability of virtual assistants, mainly voice assistants, that ensure users' facility and maximum benefit. This research also focused on the factors behind voice assistant usage, particularly in iPhones among users in the United Arab Emirates. Notably, the conceptual framework in this research is supported by the Theory of Reasoned Action. The researchers adopted a cross-sectional design and gathered data from n= 251 respondents. Data analysis through Structural Equation Modelling revealed that, Perceived Ease of Use, Subjective Norms, and Perceived Behavioral Control work as significant factors contributing to iPhone-based voice assistant usage. On the other hand, Expectation Confirmation also works as a significant factor in Siri usage. On the other hand, Satisfaction significantly mediated (p> .022) the users’ Expectation Confirmation leading to Siri usage among the respondents. Further, the Artificial Neural Network Analysis (ANN) revealed an overall accuracy regarding Training at 14.8% and 30.8% concerning Testing. Thus, it is concluded that the devices accompanied by ease of use are preferred due to their distinguished services. In this regard, highlighting voice assistants' help also reflects the importance of technology in our daily lives. Especially mobile computing is playing a significant role in improving our everyday technology experiences.

Creator

Farhi, Faycal
Jeljeli, Riadh
Zahra, Ala'aldin
Saidani, Salami
Feguiri, Leila

Source

International Journal of Interactive Mobile Technologies (iJIM); Vol. 17 No. 02 (2023); pp. 42-61
1865-7923

Publisher

International Association of Online Engineering (IAOE), Vienna, Austria

Date

2023-01-25

Rights

Copyright (c) 2022 Faycal FARHI, RIADH JELJELI; Ala'aldin Zahra, Salami Saidani; Leila Feguiri
https://creativecommons.org/licenses/by/4.0

Relation

Format

application/pdf

Language

eng

Type

info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article

Identifier

Citation

Faycal Farhi et al., Factors Behind Virtual Assistance Usage Among iPhone Users: Theory of Reasoned Action, International Association of Online Engineering (IAOE), Vienna, Austria, 2023, accessed November 2, 2024, https://igi.indrastra.com/items/show/2436

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