Exploring the Moderating Effect of Price on the Relationship Between Intention and Use of Voice Assistants | Zendy

Gabriel Usina-Bascones | Zendy; Nelson Carrion-Bosquez | Zendy; Ivan Veas-Gonzalez | Zendy; Andres Garcia-Umana | Zendy; Luis Ulloa-Meneses | Zendy; Wilson Guerra-Regalado | Zendy; Andrea Velasco-Donoso | Zendy; Mayra Samaniego-Arias | Zendy

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Exploring the Moderating Effect of Price on the Relationship Between Intention and Use of Voice Assistants

Author(s) -

Gabriel Usina-Bascones,

Nelson Carrion-Bosquez,

Ivan Veas-Gonzalez,

Andres Garcia-Umana,

Luis Ulloa-Meneses,

Wilson Guerra-Regalado,

Andrea Velasco-Donoso,

Mayra Samaniego-Arias

Publication year - 2025

Publication title -

ieee access

Language(s) - English

Resource type - Magazines

SCImago Journal Rank - 0.587

H-Index - 127

eISSN - 2169-3536

DOI - 10.1109/access.2025.3598009

Subject(s) - aerospace , bioengineering , communication, networking and broadcast technologies , components, circuits, devices and systems , computing and processing , engineered materials, dielectrics and plasmas , engineering profession , fields, waves and electromagnetics , general topics for engineers , geoscience , nuclear engineering , photonics and electrooptics , power, energy and industry applications , robotics and control systems , signal processing and analysis , transportation

This study aimed to identify the moderating effect of price on the relationship between usage intention and the actual use of voice assistants. A quantitative approach was adopted, with a correlational scope and non-experimental, cross-sectional design. The sample consisted of 329 participants from Generations X, Y, and Z residing in various cities across Ecuador, selected through non-probability convenience sampling. Data were collected using a self-administered questionnaire comprising 26 items, measured on a five-point Likert scale. The questions were adapted from previously validated studies in the field of technology acceptance. Reliability tests, confirmatory factor analysis, and structural equation modeling were conducted using SmartPLS 4 software. The results showed that performance expectancy, effort expectancy, social influence, and facilitating conditions significantly influenced usage intention, which in turn had a direct impact on the actual use of voice assistants. Moreover, price positively moderates this relationship. Together, these findings offer an expanded theoretical model that addresses the previous gaps in the literature, providing a more comprehensive view of consumer behavior toward AI-based technologies.

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