Causal Modeling and Hierarchical Analysis of Critical Factors in Smart Voice Assistant Adoption: A Fuzzy DEMATEL Approach
Ashwarya Kapoor, Rajiv Sindwani, Amit Kumar Singh, Sneha Kapoor · Journal of Global Marketing · 2026
Despite rising popularity of Smart Voice Assistant (SVA), factors influencing adoption remain underexplored. This study addresses this gap by proposing key adoption factors and examining their complex interdependencies. Drawing upon literature and expert insight, seven critical factors were proposed. Factors were prioritized and categorized into cause-and-effect groups using fuzzy Decision Making Trial and Evaluation Laboratory (DEMATEL). Practicity, social presence, anthropomorphism, and perceived intelligence emerged as cause factors while perceived enjoyment, escapism, and visual appeal were effect factors. Sensitivity analysis confirmed findings’ robustness. This study is pioneer attempt to propose key SVA adoption factors and analyze their interrelationships, offering service providers actionable strategies to strengthen competitive positioning.