Assessing How the “Humanness” of Smart Voice Assistants (SVAs) Drives Consumer Satisfaction and Purchase Intent

This study examines how interactions with smart voice assistants (SVAs) extend beyond functional use, as individuals develop human-like connections with these technologies. Drawing on the media equation theory and parasocial theory, the research investigates how perceived humanness, specifically anthropomorphism, autonomy, and suspension of disbelief, influences users’ satisfaction and purchase intentions. Data were collected from 449 participants and analyzed using partial least squares structural equation modeling (PLS SEM). The findings reveal that anthropomorphism, autonomy, and suspension of disbelief significantly enhance users’ sense of control (SOC) and emotional investment (EI). In turn, SOC and EI positively impact customer satisfaction and purchase intentions. Additionally, SOC and EI mediate the relationships between suspension of disbelief, autonomy, customer satisfaction, and purchase intentions.