Students behaviour toward voice assistant technology in the UAE
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Date
2021-05
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The British University in Dubai (BUiD)
Abstract
Recently, voice assistant’s technology has become a universal learning assistant approach for students to such an extent that they can no longer use their hands to study. The aim of this research is to investigate higher education students’ behaviour towards artificial intelligence voice assistants in the United Arab Emirates, such as Siri, Alexa, Google and Cortana etc. This research has three main objectives. First, to review most commonly adopted external variables for adoption and acceptance of voice assistant studies in the TAM. In order to carry out a systematic analysis, the quantitative study technique is based of 42 papers published in the past 10 years. The independent variables of TAM, which includes: (Subjective norms (SN), Enjoyment (ENJ), Facilitating Conditions (FC), Trust (TR), and Security (SR)), were defined as the most commonly used. Second, to generate a conceptual framework by applying TAM model with most commonly adopted external variables. Third, to conduct a current conceptual framework by employing the PLS-SEM procedure, which is appropriate for the context of our research. A questionnaire survey was used to gather data from four universities in the United Arab Emirates which have adopted the voice assistant system. The overall number of students that were involved in this research were 300 students. Based on the study’s findings, the results indicate that there was a significant influence of enjoyment and trust on students' perceived usefulness of using voice assistant technology. In addition to that, trust and facilitating conditions have positively impacted the students' perceived ease of use of voice assistant systems. Moreover, perceived usefulness and perceived ease of use has contributed to grow the students' behavior intention to use voice assistant technology.
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Keywords
voice assistants, Technology Acceptance Model (TAM), AI virtual assistant, personal digital assistant, education, United Arab Emirates (UAE), voice assistant technology