Dataset for: The role of privacy perceptions in the adoption of voice assistants (master's thesis survey, 2026)

This dataset contains the survey data collected for the master's thesis "The role of privacy perceptions in the adoption of voice assistants: An empirical study based on the privacy calculus model" (University of Ljubljana, Faculty of Social Sciences, 2026). The study examined how perceived benefits, perceived risks, information privacy concerns, trust in providers, perceived privacy control, and prior VA-use experience relate to adult internet users' intention to adopt voice assistants (VAs), and whether prior VA-use experience moderates the relationships between the five privacy-related factors and this intention. Data were collected with a self-administered online questionnaire in English on the 1KA web survey platform between 2 and 14 September 2026, using a non-probability convenience sample of internet users aged 18 or older recruited through social media and academic survey-exchange platforms. The dataset includes all 277 recorded responses; after the data-quality exclusions applied in the thesis, the analytic sample comprised N = 223. The questionnaire covers internet access and uses, prior VA use, six multi-item scales measured on 7-point scales (intention to adopt VAs, perceived benefits, perceived risks, information privacy concerns, trust in providers, and perceived privacy control), two attention checks, and socio-demographic characteristics (gender, age, education, and household income).