“Hey, voice assistant!” How do users perceive you? An exploratory study

Patrizi, Michela; Vernuccio, Maria; Pastore, Alberto

doi:10.7433/s114.2021.10

Cited by 16 publications

(8 citation statements)

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“…Anthropomorphism has been identified as influencing different aspects in a commercial environment, benefiting relationships and trust between the consumer and the brand (Patrizi et al, 2021). The main hypothesis of this research is that anthropomorphism plays an important role in models of acceptance of VA technology.…”

Section: Anthropomorphism Of Voice Assistantsmentioning

confidence: 98%

“…Social presence was measured on a scale by (Qiu & Benbasat, 2009); perceived humanness was measured on a scale by Whang (2018). Lastly, human likeness, human presence and human-like voice were measured using scales by Patrizi et al, (2021) Both perceived usefulness and perceived ease of use were measured on a scale by Moriuchi (2019). Structural Equations Model will be examined to test the hypotheses.…”

Section: Acceptance Of Vamentioning

confidence: 99%

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Hey Siri: Exploring the Effect of Voice Humanity on Virtual Assistant Acceptance

Candao

Hoyos

2022

ECIAIR

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This work in progress presents a proposed model to measure the acceptance of the use of voiced virtual assistants in commercial contexts. The use of these devices has increased after their implementation in smartphones and with the arrival of smart speakers in any household appliance. We propose the present model emphasizing the anthropomorphic aspect of the assistant to know if it has an emphasis on its acceptance. Unlike other models of acceptance, the contribution of the work is the inclusion of anthropomorphic variables such as human presence and human like voice. The work focuses on the virtual assistant Siri.

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Section: Anthropomorphism Of Voice Assistantsmentioning

confidence: 98%

Section: Acceptance Of Vamentioning

confidence: 99%

Hey Siri: Exploring the Effect of Voice Humanity on Virtual Assistant Acceptance

Candao

Hoyos

2022

ECIAIR

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“…The second analyzes IVAs from the user's perspective, investigating their perception, motivation, satisfaction and use intention (Brill et al, 2019;Schweitzer et al, 2019). Multiple theoretical frameworks have been employed in the existing studies, such as the Technology Acceptance Model, Use and Gratifications Approach, Expectation Confirmation Theory, and the Unified Theory of Acceptance and Use of Technology, to explore the ease and usefulness of IVAs (McLean and Osei-Frimpong, 2019;Patrizi et al, 2021), technical characteristics (Ch erif and Lemoine, 2019) and anthropomorphism (Poushneh, 2021), and their influence on consumer willingness to use, and analyze user engagement, the factors influencing loyalty, trust and satisfaction (Hern andez-Ortega et al, 2022;Whang and Im, 2021), as well as opportunities (e.g. convenience) and challenges (e.g.…”

Section: Theoretical Background 21 Intelligent Voice Assistants and P...mentioning

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

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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.

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“…In light of the growing tendency of consumers to infuse voice‐based artificial intelligence technologies with human characteristics (Puntoni et al, 2021), marketing scholars have mostly adopted the consumer perspective to investigate the perception of the VA as a human interlocutor (e.g., Fernandes & Oliveira, 2021; McLean et al, 2021; Patrizi et al, 2021). These studies have been conducted in several experiential contexts (e.g., smartphones, smart speakers) and by adopting different theoretical perspectives (e.g., the service robot acceptance model, para‐social relationship theory).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…In light of the growing tendency of consumers to infuse voice-based artificial intelligence technologies with human characteristics (Puntoni et al, 2021), marketing scholars have mostly adopted the consumer perspective to investigate the perception of the VA as a human interlocutor (e.g., Fernandes & Oliveira, 2021;McLean et al, 2021;Patrizi et al, 2021).…”

Section: Voice Assistants and Anthropomorphismmentioning

confidence: 99%

Delving into brand anthropomorphisation strategies in the experiential context of name‐brand voice assistants

Vernuccio

Patrizi

Pastore

2021

J of Consumer Behaviour

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Consumers' increasing use of voice‐activated artificial intelligence technologies is stimulating the development of a new line of research in the field of marketing aiming to analyse the branding implications in this innovative experiential context. The spread of so‐called name‐brand voice assistants (NBVAs) is creating interesting opportunities in terms of brand anthropomorphism. The brand anthropomorphisation strategies adopted by companies are poorly studied in the academic literature, and only one contribution has been made in the experiential field of NBVAs. Therefore, the objective of our work is to begin to fill this gap by investigating the pillars of brand anthropomorphisation strategies (i.e., activities and branding outcomes) in the specific NBVA context by adopting a managerial perspective. Therefore, we followed an exploratory qualitative approach based on in‐depth personal interviews with practitioners engaged in these strategies in the automotive sector. The resulting cognitive map reveals the following three levels of strategic pillars: drivers (i.e., designing a human‐like brand voice and human‐like consumer‐brand dialogue), intermediate outcomes (i.e., brand personality and the strength of consumer‐brand relationships), and final outcomes (i.e., multidimensional brand loyalty). Our study enriches both the literature concerning brand anthropomorphisation strategies and the nascent stream on NBVAs and provides managerial guidelines in the new in‐car NBVA context.

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“Hey, voice assistant!” How do users perceive you? An exploratory study

Cited by 16 publications

References 0 publications

Hey Siri: Exploring the Effect of Voice Humanity on Virtual Assistant Acceptance

Hey Siri: Exploring the Effect of Voice Humanity on Virtual Assistant Acceptance

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

Delving into brand anthropomorphisation strategies in the experiential context of name‐brand voice assistants

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