Exploring how system, information, and service quality shape goal-congruent usage and outcome in intelligent voice assistants

In an increasingly digital age, intelligent voice assistants (IVAs) are becoming an integral part of daily life, providing both utility and entertainment value to their users. The global pandemic has accelerated this trend, amplifying the importance of these digital companions. In light of this shift, our study aims to elucidate the factors leading to goal-congruent usage and outcomes of IVAs. Data was collected from 248 IVA users to validate the proposed research model. We employed the partial least squares method to test our hypotheses. Our findings revealed that system quality significantly influences both the perceived utilitarian and hedonic value of IVAs. Similarly, information quality was found to significantly impact both utilitarian and hedonic value. Interestingly, service quality was predominantly linked to utilitarian value. Furthermore, the study indicates that the utilitarian value is a key enabler of goal-congruent outcome and usage. Similarly, hedonic value plays a substantial role in driving both the goal-congruent outcome and usage.