Abstract: This research investigates the factors influencing the perception of Generation Z users towards voice assistants, recognizing their growing prominence in everyday life. Employing exploratory factor analysis on data gathered from 228 Generation Z users, six key factors emerged: Utilitarian benefits, Symbolic benefits, Functional Awry, Hedonic benefits, Perceived Risk, and Human-like voice. The study underscores the multifaceted nature of Generation Z's attitudes toward voice assistants, encompassing both practical and emotional dimensions. Findings reveal that while Generation Z values the utilitarian advantages offered by voice assistants, they also consider symbolic aspects and potential risks associated with their use. These insights carry significant implications for marketers and designers aiming to cater to Generation Z's preferences and concerns regarding voice assistants. Furthermore, this study leads to future research of delving deeper into understanding the evolving dynamics between Generation Z and voice assistant technologies, particularly as they are being integrated into various realms of daily life.

Keywords:-Voice assistants, utilitarian benefits, symbolic benefits, functional awry, hedonic benefits, perceived risk.

| DOI: 10.17148/IARJSET.2024.11453