Building Trust in AI Voice Assistants: Exploring the Role of Security, Information Quality, and Social Influence in the Telecommunications Industry

The growing incorporation of AI-powered voice assistants in telecommunications has revolutionized customer service interactions. Nevertheless, trust continues to be a crucial factor influencing user adoption. This study investigates the factors influencing trust in AI voice assistants, focusing on perceived security and privacy, quality of information, and social influence. A quantitative method was used to gather data from 248 respondents and analyze the findings through structural equation modeling. The results reveal that perceived security and privacy strongly influence trust, followed by information quality and social influence. Additionally, trust plays a crucial mediating role in shaping users’ intentions to adopt AI voice assistants. These findings offer valuable insights for telecom service providers, emphasizing the importance of strengthening data security, enhancing information quality, and utilizing social influence strategies to build user trust.