A Study on "Consumer Attitude towards Digital Voice Assistants


Volume/Issue : Volume 8 - 2023, Issue 3 - March

Google Scholar : https://bit.ly/3TmGbDi

Scribd : https://bit.ly/427lq2B

DOI : https://doi.org/10.5281/zenodo.7735548

Usage of digital voice assistants is increasing rapidly among consumers around the world, in 2020, 4.2 billion digital voice assistants were being used and they are projected to grow to 8.4 billion units by 2024. Looking to the rapid usage of voice assistants it is crucial to analyze consumers attitude and preferences towards it. Digital voice assistants are highly complex and voice enabled artificial intelligence based technologies. Consumers use digital voice assistants to perform a series of tasks such as making call, online shopping, listening to music, etc. This article critically examinesthe frequency of usage of virtual assistants across different age groups. We analyzed that younger user, used the voice assistants more frequently and they used voice assistants for a variety of tasks. On the other hand, elder people relied less on these assistants and used it rarely. Also, we analyzed gender-based differences in awareness of consumers regarding virtual assistants and learning rate of consumers of different age group. In this study, 120 survey responses from a variety of consumers were analyzed. Customers attitude was measured using sampling method. So we have decided to study consumers attitude towards digital voice assistants and various factors which influence consumers attitude. The population of the study is students and faculties of lovely professional university, phagwara. The sample size is 120(60 males and 60 females) and we have used sampling method for the study. Our findings indicate that males have higher awareness rate as compared to females, and younger people found it easy to use voice assistants on their own. On the other hand, elderly people felt the need of a technical person to use voice assistants. The research also found that various factors such as Accuracy, Confidentiality, Functionality and Ads free greatly influence consumers attitude towards voice assistants. We analyzed the consumers preference towards these factors. It is expected that this study will help marketers to better understand consumers attitude about voice assistants and they can build better relations with consumers


Paper Submission Last Date
31 - May - 2023

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