Building trust with voice assistants for apparel shopping: The effects of social role and user autonomy

Huh, Jennifer; Whang, Claire; Kim, Hye-Young

doi:10.1080/20932685.2022.2085603

Cited by 17 publications

(7 citation statements)

References 54 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The expanding role of AI-based voice assistants across various sectors is also noteworthy, highlighting their evolution from support tools to key elements in enhancing experiences and aiding decision-making [18]. The growth in voice shopping is driven by the increasing availability of smart speakers and AI voice assistants, valued for their efficiency and convenience [7,19]. Psychological factors like social norms, perceived safety, and performance expectancy are critical in determining customer experience, impacting both purchasing decisions and the willingness to adopt AI for shopping [16,20].…”

Section: Voice Shoppingmentioning

confidence: 99%

“…While the expansion of AI voice assistants in personal and commercial domains is evident, there is a notable research gap in understanding their full impact on the shopping process. Current studies primarily focus on the initial stages of interaction, like product queries or adding items to a virtual cart, emphasizing the importance of trust and perceived human likeness [7]. However, these studies do not adequately explore the role of AI in the later stages of shopping, particularly in final purchase decisions.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

From Typing to Talking: Unveiling AI’s Role in the Evolution of Voice Assistant Integration in Online Shopping

Calahorra-Candao,

Martín-de Hoyos

2024

Information

View full text Add to dashboard Cite

This study develops a theoretical framework integrating the Technology Acceptance Model (TAM) and Uses and Gratifications Theory (UGT) to predict and understand the acceptance of voice shopping intentions, particularly through AI-driven voice assistants. This research delves into the dual aspects of AI voice shopping platforms: the functional attributes outlined by the TAM and personal gratifications highlighted by the UGT, such as enjoyment, performance expectancy, and perceived safety. It uncovers a favorable user attitude towards voice shopping, emphasizing the significant role of performance expectancy and perceived utility on behavioral intentions. Key insights include the critical importance of security and privacy for user trust and the acceptance of new AI technologies, and the necessity of a balanced approach that merges functional, emotional, and security aspects for successful AI integration in daily technology use. Contrary to expectations, this study reveals a weak relationship between social norms and perceived usefulness, suggesting a misalignment with societal expectations. This research enriches the understanding of voice shopping using virtual assistants, offering valuable insights into consumer behavior and AI technology acceptance. It highlights practical implications for AI research, the development of voice-based software, and AI-driven advertising strategies, emphasizing the communication of benefits and emotional resonance in voice-enabled AI assistants for consumer purchases.

show abstract

Section: Voice Shoppingmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

From Typing to Talking: Unveiling AI’s Role in the Evolution of Voice Assistant Integration in Online Shopping

Calahorra-Candao,

Martín-de Hoyos

2024

Information

View full text Add to dashboard Cite

show abstract

“…Last, this study found that designing AI systems to demonstrate human-centric agency elicits higher control and positive experiences. Voice app developers should take this into consideration when designing algorithms that lessen users' potential threat and uncertainty (Huh et al , 2022).…”

Section: Managerial Implicationsmentioning

confidence: 99%

“Oh, happy day!” Examining the role of AI-powered voice assistants as a positive technology in the formation of brand loyalty

Huh

Kim

Lee

2023

JRIM

Self Cite

View full text Add to dashboard Cite

PurposeThis study examines how the locus of agency of brands' artificial intelligence (AI)–powered voice assistants (VAs) could lead to brand loyalty through perceived control, flow and consumer happiness under the moderating influences of brand image and voice congruity.Design/methodology/approachThis study conducted a 2 (locus of agency: high vs. low) by 2 (brand image-voice congruity: congruent vs. incongruent) between-subjects experimental design. MANOVA, ANOVA and structural equation modeling (SEM) were conducted to test the hypothesized model.FindingsANOVA results revealed that human-centric (vs. machine-centric) agency led to higher perceived control. The interaction effect was significant, indicating the importance of congruency between brand image and VAs' voices. SEM results confirmed that perceived control predicted brand loyalty fully mediated by flow experience and consumer happiness.Originality/valueThis study provides evidence that the positive technology paradigm could carve out a new path in existing literature on AI-powered devices by showing the potential of a smart device as a tool for improving consumer–brand relationships and enriching consumers' well-being.

show abstract

“…IVAs are waking up in more diverse ways to communicate with users in a personalized manner, and even offering functions such as "emotional dialogue". Previous studies have shown that the human-computer interaction (HCI) between IVAs and users can initially replicate human network interpersonal scenarios (Vimalkumar et al, 2021) and people will judge depending on their social role elicited by different speech and social interaction styles of IVAs (Huh et al, 2022). Some findings theorize the diversity of roles (servant, friend or master) that the users take IVAs (Schweitzer et al, 2019), due to people's natural tendency to perceive human elements in nonhuman entities (Epley et al, 2007).…”

Section: Impact Of Aibased Ivas' Privacy Concernsmentioning

confidence: 99%

“…Wu et al (2017) also found that smart devices with similar friend characteristics inspire more warmth and engagement. Additionally, Huh et al (2022) have proved that people will evaluate voice assistants based on the social roles they elicit through their speech and social interaction styles. Consequently, IVAs as partners are often considered to be on an equal footing with consumers who are more willing to work with them or are more willing to listen to their recommendations (Aggarwal and McGill, 2012).…”

Section: Moderating Role Of Anthropomorphized Roles Of Ivasmentioning

confidence: 99%

Alexa, it is creeping over me – Exploring the impact of privacy concerns on consumer resistance to intelligent voice assistants

Mou¹,

Meng²

2023

APJML

View full text Add to dashboard Cite

PurposeWith the upgrade of natural language interaction technology, the simulation extension of intelligent voice assistants (IVAs) and the uncertainty of products and services have received more and more attention. However, most of the existing research focuses on investigating the application of theories to explain consumer behavior related to intention to use and adopt IVAs, while ignoring the impact of its privacy issues on consumer resistance. This article especially examines the negative impact of artificial intelligence-based IVAs’ privacy concerns on consumer resistance, and studies the mediating effect of perceived creepiness in the context of privacy cynicism and privacy paradox and the moderating effect of anthropomorphized roles of IVAs and perceived corporate social responsibility (CSR) of IVAs’ companies. The demographic variables are also included.Design/methodology/approachBased on the theory of human–computer interaction (HCI), this study addresses the consumer privacy concerns of IVAs, builds a model of the influence mechanism on consumer resistance, and then verifies the mediating effect of perceived creepiness and the moderating effect of anthropomorphized roles of IVAs and perceived CSR of IVAs companies. This research explores underlying mechanism with three experiments.FindingsIt turns out that consumers’ privacy concerns are related to their resistance to IVAs through perceived creepiness. The servant (vs. partner) anthropomorphized role of IVAs is likely to induce more privacy concerns and in turn higher resistance. At the same time, when the company’s CSR is perceived high, the impact of the concerns of IVAs’ privacy issues on consumer resistance will be weakened, and the intermediary mechanism of perceiving creepiness in HCI and anthropomorphism of new technology are further explained and verified. The differences between different age and gender are also revealed in the study.Originality/valueThe research conclusions have strategic reference significance for enterprises to build the design framework of IVAs and formulate the response strategy of IVAs’ privacy concerns. And it offers implications for researchers and closes the research gap of IVAs from the perspective of innovation resistance.

show abstract

Building trust with voice assistants for apparel shopping: The effects of social role and user autonomy

Cited by 17 publications

References 54 publications

From Typing to Talking: Unveiling AI’s Role in the Evolution of Voice Assistant Integration in Online Shopping

From Typing to Talking: Unveiling AI’s Role in the Evolution of Voice Assistant Integration in Online Shopping

“Oh, happy day!” Examining the role of AI-powered voice assistants as a positive technology in the formation of brand loyalty

Alexa, it is creeping over me – Exploring the impact of privacy concerns on consumer resistance to intelligent voice assistants

Contact Info

Product

Resources

About