@article{article_1712029, title={THE STRANGER IN MY POCKET: A RESEARCH ON THE INTENTION TO USE DIGITAL VOICE ASSISTANTS}, journal={Yaşar Üniversitesi E-Dergisi}, volume={20}, pages={603–626}, year={2025}, DOI={10.19168/jyasar.1712029}, author={Özer Çizer, Ece and Köse, Şirin Gizem and Bulut, Zeki Atıl}, keywords={Dijital sesli asistanlar, gizlilik endişesi, marka güveni, yapay zeka}, abstract={Artificial intelligence-driven digital voice assistants (DVAs) collect, use, and store user data to optimize the user experience. This function of digital assistants leads to privacy concerns, whereas brand trust becomes a mitigating factor in accepting digital voice assistants. Therefore, this study utilizes Technology Acceptance Model (TAM) and extends the model by integrating privacy concern and brand trust. Data were collected from participants with tools integrated with DVAs and analyzed via structural equation modeling. Results demonstrate that privacy concern has a negative role, while perceived ease of use, brand trust, perceived usefulness, and attitude have positive roles in determining the usage intention of digital voice assistants. The findings also underline that privacy concern is the most important predictor of the intention to use DVAs and brand trust decreases privacy concern.}, number={80}, publisher={Yaşar Üniversitesi}, organization={Yıldız Teknik Üniversitesi}