Factors Affecting Artificial Intelligence-Enabled Virtual Assistants Incorporation: A Case Study of the Students of Mass Communication

Evolving technology has facilitated our lives in a variety of ways. Especially, Artificial Intelligence-enabled virtual assistants play a significant role in managing multimedia files in smart devices, including laptops and computers. This research focused on multimedia file management in Cortana-facilitated laptops and personal computers used by university students in Pakistan. The researchers used Structural Equation Modelling to test the proposed conceptual model supported by the theory of reasoned action. Data was gathered from n = 290 students from n = 2 public sector universities in Islamabad, Pakistan. Results revealed that Beliefs about Artificial Intelligence are significantly affecting Behavioral Intention (p > 0.053), leading to Cortana Acceptance (p > 0.000). However, the relevant effects are also mediated by the Atttuides (p > 0.0001) and Subjective Norms (p > 0.023) to affirm the effect of Artificial Intelligence on the Cortana Acceptance. Thus, virtual assistants have become a mainstream product and are accepted by many users due to the useful outcomes attributed to their adoption. They provide maximum benefits to their users, indicating their design and implementation as linked with gratifying human needs in the best possible manner. Hence, this research adds to the literature regarding technology acceptance and the theory of reasoned action in Artificial Intelligence. Finally, the researchers have highlighted the study limitations and discussed practical and theoretical implications accordingly.