Alexa, she's not human but… Unveiling the drivers of consumers' trust in voice‐based artificial intelligence

Abstract

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.

“Alexa, order me a pizza!”: The mediating role of psychological power in the consumer–voice assistant interaction

“…Psychological power too has been shown to affect an individual's information processing (Rucker & Galinsky, 2016) and can mediate the relationship consumers form with and the control they feel over technological products (Kim & McGill, 2011; Longoni et al, 2019). Unlike previous research emphasizing control, we argue that power is the more appropriate variable in the context of the consumer–VA relationship, given it is a social interaction (Pitardi & Marriott, 2021; Putoni et al, 2021; Schweitzer et al, 2019; Whang & Im, 2021). This is meaningful as Schweitzer et al (2019) demonstrate that increased and more enjoyable interactions are more likely when consumers feel superior to their devices.…”

“…Unlike previous research emphasizing control, we argue that power is the more appropriate variable in the context of the consumer-VA relationship, given it is a social interaction (Pitardi & Marriott, 2021;Putoni et al, 2021;Schweitzer et al, 2019;Whang & Im, 2021). This is meaningful as Schweitzer et al (2019) demonstrate that increased and more enjoyable interactions are more likely when consumers feel superior to their devices.…”

“…We also recognize the need to examine additional psychological and social mediators. For example, future research can continue to explore the concept of psychological power with the psychological feeling of control (Sprott et al, 2001), loss of control (Faraji‐Rad et al, 2017; Kingshott, 2006), and trust (Morgan & Hunt, 1994; Pitardi & Marriott, 2021). The investigation of new mediators can prove the existence of other psychological paradigms and mechanisms.…”

“…Second, and in contrast to the first stream, research exploring consumer–VA interactions has focused predominantly on the social and experiential dimension(s) that influence technology acceptance or rejection (Guzman, 2019; Pitardi & Marriott, 2021; Puntoni et al, 2021; Schweitzer et al, 2019; Whang & Im, 2021). In conceptualizing the consumer–VA relationship as a social interaction, socio‐psychological variables, such as trust (Foehr & Germelmann, 2020; Pitardi & Marriott, 2021), attitude (Lee & Cho, 2020), and agency (Schweitzer et al, 2019) are foregrounded as important antecedents that shape the parasocial relationships consumers form with their VAs. In this stream, VAs are “not merely valued in terms of functionality,” rather, consumers are believed to develop deep connections, “in which, similar to human relationships, trust in the good intentions of the other is relevant” (Schweitzer et al, 2019, p. 707).…”

“…First, the findings of this study emphasize the functional elements of VAs that drive usage, particularly in the realm of voice‐commerce. While many recent studies document the social and relational roles of VAs in consumer experiences (Pitardi & Marriott, 2021; Ramadan et al, 2021; Whang & Im, 2021), the psychological mechanisms underpinning the functional usage of VAs remain under‐explored (Mari, 2019; Moriuchi, 2019). This is surprising given the impact such findings warrant for marketers aiming to increase sales through voice‐commerce.…”