The use of Voice Assistance Systems based on Artificial Intelligence (VASAI) -such as Siri, Alexa, and many others- is becoming more and more popular; however, studies on this topic are still scarce. One of the topics that has only been tangentially addressed is the impact of brand-related issues (such as brand credibility and brand loyalty) on customer satisfaction and continued use intention of VASAI. The present study addresses this topic by postulating a structural model for its evaluation. The author's structural model also examines the influence of system quality constructs (system stability, system agility, and anthropomorphism), and information quality constructs (information exhaustiveness or information up-to-datedness) as independent variables. The researcher uses a questionnaire, based on previous literature, which is administered to a sample of 651 participants. The proposed structural model is evaluated by applying PLS-SEM analysis. The results show that brand credibility influences the constructs of customer satisfaction (β = 0.289/p-value < 0.001) and continued use intention (β = 0.304/p-value < 0.001). Similarly, the findings indicate that brand loyalty has a moderating effect on the relationships between brand credibility and consumer satisfaction, on the one hand, and brand credibility and continued use intention, on the other. In view of the results, the author concludes that some brand-related constructs have an impact on customer satisfaction and intention to continue using VASAI, indicating the critical importance of brand management for the success and future development of these technologies.

基于人工智能 (VASAI) 的语音辅助系统（例如 Siri、Alexa 等）的使用变得越来越流行；然而，关于这一主题的研究仍然很少。只涉及到的主题之一是品牌相关问题（例如品牌可信度和品牌忠诚度）对客户满意度和 VASAI 持续使用意愿的影响。本研究通过假设一个用于评估的结构模型来解决这个主题。作者的结构模型还考察了作为自变量的系统质量构造（系统稳定性、系统敏捷性和拟人化）和信息质量构造（信息详尽性或信息最新性）的影响。研究人员根据之前的文献使用了一份调查问卷，对 651 名参与者进行了抽样调查。通过应用 PLS-SEM 分析来评估所提出的结构模型。结果表明，品牌可信度影响客户满意度（β  =0.289/ p值<0.001）和持续使用意愿（β  =0.304/ p值<0.001）的构建。同样，研究结果表明，品牌忠诚度一方面对品牌可信度和消费者满意度之间的关系有调节作用，另一方面对品牌可信度和持续使用意图之间的关系有调节作用。鉴于结果，作者得出结论，一些与品牌相关的结构对客户满意度和继续使用 VASAI 的意愿有影响，这表明品牌管理对于这些技术的成功和未来发展至关重要。