Effect of the human attributes of digital assistants on the intention to use them
Keywords:
Perceived animacy, Perceived anthropomorphism, Human attributes, Virtual assistant, Perceived intelligenceAbstract
digitales en contextos latinoamericanos.
Abstract (transcripción literal):
The effect of human attributes of the digital assistant on the intention to use it was analyzed. For this purpose, a questionnaire based on Balakrishnan and Dwivedi (2021), Lam et al. (2007), Malhotra and Ramalingam (2023) and Venkatesh et al. (2003) was applied to a sample of 224 Internet users in Tamaulipas, northeast Mexico. Exploratory factor analysis was used to determine the main human attributes and then multiple linear regression was used to access the impact of each attribute on intention to use by means of STATA version 16 software. The results show that perceived animacy and perceived intelligence had a positive and significant effect on Tamaulipas’s intention to use, reaffirming what was found in the literature regarding these attributes. In contrast, the effect of anthropomorphism is striking, which, contrary to the theoretical references exposed, shows a negative effect on the intention to use, which contributes to the empirical literature on digital assistants in Latin American contexts.
