Abstract

This study aimed to identify the moderating effect of price on the relationship between usage intention and the actual use of voice assistants. A quantitative approach was adopted, with a correlational scope and non-experimental, cross-sectional design. The sample consisted of 329 participants from Generations X, Y, and Z residing in various cities across Ecuador, selected through non-probability convenience sampling. Data were collected using a self-administered questionnaire comprising 26 items, measured on a five-point Likert scale. The questions were adapted from previously validated studies in the field of technology acceptance. Reliability tests, confirmatory factor analysis, and structural equation modeling were conducted using SmartPLS 4 software. The results showed that performance expectancy, effort expectancy, social influence, and facilitating conditions significantly influenced usage intention, which in turn had a direct impact on the actual use of voice assistants. Moreover, price positively moderates this relationship. Together, these findings offer an expanded theoretical model that addresses the previous gaps in the literature, providing a more comprehensive view of consumer behavior toward AI-based technologies.