Technology that listens, privacy that protects: A multi-method study of voice-based digital assistants- a moderated mediation perspective

This study investigates the factors influencing the continued use of voice-based digital assistants (VBDAs) by integrating constructs from the unified theory of acceptance and use of technology (UTAUT) and communication privacy management theory (CPMT), alongside trust. Previous research has examined technological adoption and privacy concerns in isolation. This study bridges this gap by offering a unified perspective that accounts for both functional and privacy-related drivers of VBDA usage. 487 Saudi university students with prior VBDA experience were analysed using integrated generalized structured component analysis and necessary condition analysis. The results revealed that desire for privacy significantly increases online privacy concern, whereas perceived control reduces it. Online privacy concern negatively influences continued usage intention. Conversely, trust, effort expectancy, performance expectancy, facilitating conditions, and social influence positively predict continued use. Importantly, the moderated mediation analysis showed that the indirect effect of the desire for privacy on usage intention through privacy concerns is amplified among individuals with high uncertainty avoidance. This study aligns with the growing literature connecting UTAUT and CPMT to trust as an intervening variable and extends this literature by incorporating moderated mediation and necessary condition analysis to provide a richer understanding of use behaviour towards VBDAs.