Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

Identifying factors affecting the acceptance of using intelligent voice assistants in purchasing products among Iraqi university students.

Authors
Makram Alsaedi 1
Mohammad Rahim Esfidani 2
Datis Khajeheian 2
1 Business,, Marketing Management,, University of Tehran.
2 Faculty member of the Faculty of Management, University of Tehran. Tehran, Iran
10.22034/asm.2026.2077740.3476
Abstract
This study, focusing on Iraqi university students, seeks to identify the factors influencing the acceptance of smart voice assistants in e-commerce, given the cultural, technological, and security challenges that may hinder the adoption of this technology. The study aims to develop a local framework that illustrates students' willingness to integrate voice assistants into their shopping habits. The research employed a qualitative, data-driven approach, utilizing a literature review using MAXQDA software. The analysis process comprised five phases, resulting in the extraction of 405 symbols, which were then grouped into key concepts and categories that illustrate the relationships between the variables. The results showed that the acceptance of voice assistants is influenced by individual, social, and technological factors, most notably perceived usefulness, ease of use, security and privacy, presence and social recognition, entertainment value, infrastructure, attitude, and trust. Perceived usefulness and privacy had the highest weighting (15.9%), while attitude had the lowest impact. Infrastructure and cultural compatibility also emerged as important local factors not covered by traditional acceptance models. It was found that security and privacy are fundamental to building trust, and that social and entertainment factors enhance the intent to use the technology. The conceptual model offered a framework more suited to the Iraqi context, calling for improved digital security, infrastructure development, and cultural adaptation of technology to facilitate its adoption among young people.
Keywords
Voice assistant
Online shopping
Infrastructure
Technology adoption
Subjects
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