Exploring the factors that influence trust in voice assistants in the DACH Region

Abstract

Voice assistants (VAs) have gained popularity in recent years due to advances in artificial intelli gence, natural language processing, and the internet of things. Despite their potential to revolu tionize human-technology interactions, the adoption of VAs has been limited by concerns about privacy and trust. To better understand how to address these barriers, this study aims to identify the factors influencing trust in VAs and explore ways to improve trust. Four hypotheses were formulated based on existing literature and user interviews: H1, brand trust has a positive impact on overall trust in VAs; H2, hedonic value perception has a positive effect on general trust in VAs; H2a, hedonic value perception has a more significant impact on general trust in VAs than utilitar ian value perception; and H3, older adults have more trust in VAs compared to other age groups. A survey of participants from the DACH region was conducted and analyzed, confirming H1, H2, and H3 but negating H2a. These findings highlight the importance of brand trust and hedonic value perception in building trust in VAs and suggest that older adults may be more trusting of the technology.

Date of Award	23 Jan 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Miguel Rita (Supervisor)