Purpose: This study aims to understand the factors influencing the intention to use virtual voice assistants (VVAs) by proposing a theoretical framework based on a modified UTAUT2 model and the theory of privacy calculus. Design/methodology/approach: An online questionnaire was administered to 232 participants to achieve the study objectives. Findings: The results indicate that hedonic motivation is a stronger predictor of continued use intention compared to price value. Additionally, the moderating effects of perceived privacy risk are validated. Originality/value: This research contributes to a comprehensive understanding of VVA adoption and presents new business opportunities for companies leveraging this technology. This study contributes to a more holistic understanding of the adoption of VVAs and provides new business opportunities that companies can exploit using this technology. © 2025, Emerald Publishing Limited.