Measuring the extent to which autonomy, interactivity, approachability, anthropomorphism, and interaction experiences of living with smart voice assistant

This study analyzes the relationship between the intelligent attributes of smart voice assistants (SVAs) and consumer well-being using structural equation modeling based on the means-end chain theory (attributes, consequences, and values). We measured two intelligent attributes as observed variables for attributes. One is a 9-item scale for the autonomy of SVAs (Hu et al., 2021; Kang & Shao, 2023). The other is 12 items in total: four items related to two-way communication, four items related to perceived control, and four items related to responsiveness regarding the interactivity of SVAs (Song & Zinkhan, 2008; Kang & Shao, 2023). We measured psychological and social consequences as consequence variables. Psychological consequence was measured using a 10-point continuous scale used by Levordashka & Utz (2016) to measure approachability toward SVAs. Social consequence was measured using three items to measure the degree of anthropomorphism toward SVAs (Mishra et al., 2022). We measured subjective well-being for living with SVAs as an observed variable for values using four items adopted from Diener et al. (1985). In addition, we measured the enabling experience to examine the relationship between the intelligent attributes of SVAs and consumers' subjective well-being from the assemblage theory perspective. Enabling experience refers to the self-expansion and self-extension of consumers through their interaction experience with SVAs. We used the three items adopted from Liu et al. (2022) for self-expansion and self-extension. In addition, we also collected responses regarding gender, age, and the time and number of years of experience using SVAs.