Alexa, add some magic to my shopping cart! The effects of perceived intelligence and anthropomorphism on voice commerce technology acceptance

This paper explores the determinants of voice commerce technology acceptance among Malaysian consumers, focusing on perceived intelligence and anthropomorphism. Drawing upon the Unified Theory of Acceptance and Use of Technology (UTAUT) and AI attributes frameworks, the research model, encompassing perceived intelligence, anthropomorphism, performance expectancy, effort expectancy, and behavioral intention, was assessed based on 189 valid online survey responses. The SmartPLS 4 analyses reveal that perceived intelligence and anthropomorphism significantly enhance voice commerce technology’s performance and effort expectancies. Moreover, anthropomorphism, performance expectancy, and effort expectancy positively influence the intention to adopt voice commerce technology. These findings accentuate the pivotal role of designing intelligent and anthropomorphic voice agents in shaping user perceptions and acceptance. The paper contributes theoretical insights about adopting voice commerce technology and provides practical recommendations for firms aiming to leverage voice commerce technology.