Asia Pacific Journal of Information Systems (APJIS)

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Current Issue

Date	June 2025
Vol. No.	Vol. 35 No. 2
DOI	https://doi.org/10.14329/apjis.2025.35.2.268
Page	268~288
Title	Hi Siri: Does Autonomy Affect Consumers’ Attachment to Voice Assistant?
Author	Le Zhang, Hafizah Omar Zaki, Sharizal Hashim, Nor Asiah Omar
Keyword	Voice Assistant, Autonomy, Attachment, Trust Disposition, Continuance Intention
Abstract	With the consideration of moderating role of trust disposition, this study aims to examine how autonomy affects consumers’ functional attachment and emotional attachment to voice assistant (VA), which in turn affect their continuance intention. An online questionnaire survey was conducted and 215 valid questionnaires were collected in China. Partial least squares structural equation modelling was used to analyse the data. The results prove that autonomy is positively associated with consumers’ functional attachment and emotional attachment to VA. Emotional attachment not only has a positive effect on consumers’ continuance intention, but also works as a mediator between functional attachment and continuance intention. Besides, a negative moderating role of trust disposition is found between autonomy and emotional attachment. This paper is the early attempt to investigate the significance of autonomy on consumers’ continuance intention of VA from the perspective of functional attachment and emotional attachment, with the consideration of moderating role of trust disposition. The research findings offer valuable insights for both scholars and practitioners in VA industry.

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