The Effects of Modality, Device, and Task Differences on Perceived Human Likeness of Voice-Activated Virtual Assistants.

Paying attention to the rising popularity of virtual assistants (VAs) that offer unique user experiences through voice-centered interaction, this study examined the effects of modality, device, and task differences on perceived human likeness of, and attitudes toward, voice-activated VAs. To do so, a 2 (modality: voice vs. text) × 2 (device: mobile vs. laptop) × 2 (task type: hedonic vs. utilitarian) mixed factorial experimental design was employed. Findings suggest that voice (vs. text) interaction leads to more positive attitudes toward the VA system mediated by heightened perceived human likeness of the VA, but only with utilitarian (vs. hedonic) tasks. Interestingly, laptop (vs. mobile phone) interaction also enhanced perceived human likeness of the VA. This study offers theoretical and practical implications for VA research by exploring the combinational effects of modality, device, and task differences on user perceptions through human-like interactions.