This study explores how language-related
constructs—language pride, prejudice and pragmatism—affect user perceptions and
usage intentions of voice assistants (VAs) in multilingual markets. Drawing on Communication Accommodation Theory (CAT),
we examine the emotional and rational responses elicited by linguistic mismatches between users and VAs, focusing on Hindi
as a prominent non-native
language. Employing a mixed-methods
approach, Study 1 utilises qualitative interviews (n = 25) to
uncover users' frustrations and adaptation strategies when interacting with VAs. Study 2 quantitatively tests a conceptual model
(n = 423) using PLS-SEM,
revealing that language constructs significantly influence anthropomorphism, which in turn drives
both emotional and rational responses, ultimately shaping continuance or discontinuance intentions. Our findings advance the
theoretical application of CAT in human–machine interaction and offer practical guidance for VA developers and marketers in
enhancing linguistic inclusivity, cultural sensitivity and user retention in emerging markets.