With the development of deep connections between humans and Artificial Intelligence voice‐based assistants (VAs), human and machine relationships have transformed. For relationships to work it is essential for trust to be established. Although the capabilities of VAs offer retailers and consumers enhanced opportunities, building trust with machines is inherently challenging. In this paper, we propose integrating Human–Computer Interaction Theories and Para‐Social Relationship Theory to develop insight into how trust and attitudes toward VAs are established. By adopting a mixed‐method approach, first, we quantitatively examine the proposed model using Covariance‐Based Structural Equation Modeling on 466 respondents; based on the findings of this study, a second qualitative study is employed to reveal four main themes. Findings show that while functional elements drive users' attitude toward using VAs, the social attributes, being social presence and social cognition, are the unique antecedents for developing trust. Additionally, the research illustrates a peculiar dynamic between privacy and trust and it shows how users distinguish two different sources of trustworthiness in their interactions with VAs, identifying the brand producers as the data collector. Taken together, these results reinforce the idea that individuals interact with VAs treating them as social entities and employing human social rules, thus supporting the adoption of a para‐social perspective.

This paper provides an empirical perspective into the antecedents and outcomes of consumer attitudes towards retailers' mobile commerce (m-commerce) applications (apps). A longitudinal perspective was obtained from 474 consumers over a period of 12 months. The research examines the variables influencing consumer attitudes and behaviours during the initial adoption phase (1 month) of a retailer's m-commerce app compared to the usage phase (12 months) of the app. Previous research primarily outlines some of the determinants of mobile app adoption; moving beyond this, through a direct comparison with the same set of consumers at each phase of the research the results illustrate significant differences between the variables influencing consumer attitudes towards the m-commerce app at the initial adoption phase compared to the usage phase. Additionally, the results assert that, over time (following the usage phase), positive attitudes towards the app results in increased purchase frequency through the app, positive attitudes and loyalty towards the brand. The results further reveal the influence of smartphone screen size on consumer attitudes and behaviours.

Despite mobile device usage being at an all-time high, their utilisation for mobile shopping activities is inherently low. The study, first, identifies prominent areas of academic concern and examines areas requiring further insight. A theoretical model is developed to examine multi-faceted risk and trust effects on consumer adoption intention. Empirical results demonstrate several trust and risk perceptions as having varying effects on consumers' mshopping intention. Inclusion of age and gender reveals discrepancies among positive and negative influencers of intention. Results contribute to theoretical and practical understandings surrounding deterrents of intention and potential risk-reduction mechanisms for future considerations.

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