Exploring smart retailing: anthropomorphism in voice shopping of smart speaker

Abstract

PurposeThe purpose of this paper is to investigate the effects of anthropomorphism and identify factors related to adopting voice shopping on smart speakers.Design/methodology/approachProgress in partial least squares structural equation modeling (PLS-SEM) approach is used to test the proposed research framework regarding anthropomorphism and user perceptions on voice shopping via smart speakers. Individuals' responses to questions about attitude and intention to use voice shopping via smart speakers were collected and analyzed.FindingsThe results showed that anthropomorphism had a positive influence on satisfaction, which, in turn, had a positive impact on intention to adopt voice shopping, and customers had positive opinions regarding smart speakers.Research limitations/implicationsThis study only reflects a younger perspective on smart speaker voice shopping. This study identified the characteristics of smart speakers that increase customers' intention to purchase, which can be used to formulate sales strategies and management guidelines.Practical implicationsThis research provided a new perspective to enable practitioners to promote smart speakers for voice shopping. Smart speaker manufacturers can utilize the findings of this research to improve the system design of smart speakers to further facilitate voice shopping.Originality/valueUnlike previous studies, which focused on product attributes of smart speakers or voice shopping experiences, this study provided a clear picture of how the anthropomorphic feature of smart speakers affects customers' intention to adopt voice shopping.

Voice-activated personal assistants and privacy concerns: a Twitter analysis

“…Additionally, a "negativity bias" (Park, 2015;Zhu et al, 2020) has been discussed, indicating that negative news might disproportionately affect public sentiment. Similarly, research relying on the privacy-satisfaction model supports the notion that greater feelings of privacy lead to increased user satisfaction (Jang et al, 2022;Lee et al, 2020). Applied to our context, this suggests that the preponderance of negative news about VAPA privacy can deteriorate public sentiment, which is equated with user satisfaction.…”

“…In fact, the more the users interact with VAPAs, the greater they engage with them (Chen et al, 2022). Besides, as Jang et al (2022) recall, the anthropomorphism of VAPAs does not only provide interactivity with the customer but also helps to customize the search process, what can facilitate voice shopping, increasing customer satisfaction and opinions towards smart speakers.…”

Exploring the Impact of Time Spent Reading Product Information on E-Commerce Websites: A Machine Learning Approach to Analyze Consumer Behavior

“…Current e-commerce research leverages advanced technologies such as augmented reality [ 26 , 27 ], electronic word-of-mouth (eWOM), review analysis, social media [ 28 , 29 , 30 , 31 ], haptic sensations, and voice shopping [ 3 , 32 , 33 ]. These technologies have been harnessed to enhance user engagement and personalize the shopping experience.…”

“…The burgeoning e-commerce landscape has positioned the study of consumer behavior in online transactions at the forefront of critical research. Prior investigations have spotlighted elements such as technology [ 1 , 2 , 3 , 4 , 5 , 6 ], trust [ 7 , 8 , 9 ], and convenience [ 10 , 11 , 12 ] as pivotal determinants of consumer behavior. However, the full picture remains elusive.…”

Understanding the Continuance Intention for Artificial Intelligence News Anchor: Based on the Expectation Confirmation Theory

“…Despite the uncanny effect, most research still indicates that a higher level of anthropomorphism can trigger positive feelings about AI [56]. For example, Jang et al identified that anthropomorphism had a positive effect on satisfaction for voice shopping via smart speaker [57]. To go further step, due to the humanoid features of AI anchors, such as unique names, avatars, and hosting styles, users may get induced to the characters exhibited by AI news anchors, thus forming a stronger willingness to continue watching.…”