Individuals are increasingly using Smart Voice Assistants (SVA) to derive functional, hedonic, and symbolic benefits. SVA adoption is in the nascent stage and we have little knowledge about what drives SVA usage. Following the ‘attitude shapes behavior’ approach, this study examines the role of hedonic and utilitarian attitudes on SVA usage and word-of-mouth (WOM) recommendations. The study also investigates five antecedents (playfulness, escapism, anthropomorphism, visual appeal, and social presence) to both attitudes. Through an online survey of 360 respondents, the study suggests that playfulness and escapism positively influence hedonic attitude. On the other hand, anthropomorphism, visual appeal, and social presence determine utilitarian attitude. Further, utilitarian attitude has a stronger impact (vs. hedonic attitude) on SVA usage and WOM recommendations. The findings reveal that individuals who perceive SVA as a symbol of high prestige (vs. low prestige) are less likely to relate playfulness to hedonic gratifications. In contrast, people attributing prestige to SVA are more likely to use it as an escape route from everyday life. These findings contribute to the growing literature on SVA adoption and offer insightful recommendations to various stakeholders to increase the likelihood of SVA adoption and generating favorable WOM recommendations.

个人越来越多地使用智能语音助手 (SVA) 来获得功能性、享乐性和象征性的好处。SVA 的采用处于初期阶段，我们对推动 SVA 使用的驱动因素知之甚少。遵循“态度塑造行为”的方法，本研究考察了享乐主义和功利主义态度对 SVA 使用和口碑 (WOM) 建议的作用。该研究还调查了这两种态度的五个前因（嬉戏、逃避现实、拟人化、视觉吸引力和社会存在）。通过对 360 名受访者的在线调查，该研究表明，嬉戏和逃避现实会对享乐态度产生积极影响。另一方面，拟人化、视觉吸引力和社会存在决定了功利主义的态度。此外，功利主义态度有更大的影响（相对于 享乐态度）关于 SVA 使用和 WOM 建议。研究结果表明，将 SVA 视为高声望（与低声望）象征的人不太可能将嬉戏与享乐性满足联系起来。相比之下，将声望归因于 SVA 的人更有可能将其用作逃避日常生活的途径。这些发现有助于越来越多的关于 SVA 采用的文献，并为各种利益相关者提供有见地的建议，以增加采用 SVA 的可能性并产生有利的 WOM 建议。