Okay, Google!: An empirical study on voice assistants on consumer engagement and loyalty

Moriuchi, Emi

doi:10.1002/mar.21192

Cited by 212 publications

(231 citation statements)

References 69 publications

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“…Several previous studies have also reported that perceived severity (e.g. failure of a service or risks from the performance of a product) increases the risk perception and has a detrimental effect on metrics such as customer loyalty [2] and trust [7,8]. Since the service provided by the VA devices is deeply integrated with newer technologies like IoT and cloud-computing, which does an invisible back-end processing of the collected data, hence in most cases the users are not aware of the potential and the prevalent risks (e.g.…”

Section: Major Findingsmentioning

confidence: 99%

“…Alexa from Amazon, Siri from Apple, Cortana from Microsoft, Google Assistant from Google, and Bixby from Samsung are some of the most popular commercially available VA's as of 2019. These voice-activated devices that are often tightly coupled with an Internet of Things (IoT) ecosystem in general are an asset, as they provide the users a more convenient and delightful way of doing certain things [2]. Due to their various advantages there is an increasing desire among the end users to adopt VA in their daily lives.…”

Section: Introductionmentioning

confidence: 99%

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Personal Information Disclosure via Voice Assistants: The Personalization–Privacy Paradox

2020

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The purpose of this research is to examine the factors affecting the willingness to disclose personal information based upon the privacy calculus framework and its relation to the continued usage of the Voice Assistant (VA) devices. The information disclosure is analyzed from a dual channel benefit/risk perspective through the calculus lens. Particularly, the joint effects of the two independent paths of benefits and risks that can induce the desire to disclose personal information, along with their various antecedents are proposed and empirically tested. Data are collected from 427 respondents using Amazon Mechanical Turk (MTurk) as the platform and analyzed using a Maximum Likelihood Structural Equation Modelling (ML-SEM) technique. The analysis shows that personalized services, perceived enjoyment and perceived complementarity influence the perceived benefits, which in turn positively affects the personal information disclosure. Perceived severity and perceived control are found to have a positive effect, while perceived trust has a negative effect on the perceived risks, respectively, which in turn is negatively associated with the personal information disclosure. Compared to the perceived risks, the effect of perceived benefits on the information disclosure is found to be stronger, which motivates the users to continuously use the services of the VA devices. This work extends the current literatures on privacy concerns to the users' intention of disclosing their personal information by proposing and empirically testing six hypotheses as a part of the research model. Finally, the research implications are discussed, and suggestions are provided.

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Section: Major Findingsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Personal Information Disclosure via Voice Assistants: The Personalization–Privacy Paradox

2020

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“…SM is a way to generate companies and brands engagement in several actors and stakeholders, such as customers, suppliers and employees (Hollebeek et al, 2018). Customer engagement is a concept in evolution (Hollebeek, 2011) about how an actor can be profoundly interested and bounded in a company, in terms of trust, loyalty, commitment and confidence (Moriuchi, 2019), which include the B2B (Silva, Bradley, & Sousa, 2012;Diba, Vella, & Abratt, 2019) and the B2C contexts (Kesgin & Murthy, 2019). Online engagement can include how someone sees, follows and resends content on SM for his/her audience, helping a company to earn media, instead of buying it.…”

Section: Literature Reviewmentioning

confidence: 99%

How to increase engagement on social media using the honeycomb model

Silva

Feitosa

Duarte

et al. 2020

REGE

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Purpose The purpose of this paper is to understand how a company could improve public engagement on social media (SM) analysing the case of Alento, which is a human resources and consulting company located in Portugal. The company’s presence on Facebook was analysed by using the honeycomb model for SM functionality, by Kietzmann et al. (2011), as a theoretical framework. Design/methodology/approach The authors implemented some actions to change procedures on SM management. Monitoring five months of data, the authors could compare the SM engagement before and after changes on SM management. Then, a convenience sample of 205 useable questionnaires was collected. The population of the study comprised Portuguese Facebook users who liked the Alento Facebook Fan Page. An analysis of honeycomb dimensions was performed. Findings The engagement level on Alento’s SM was increased by changing procedures identified on survey. In five months, Alento’s number of followers was increased by just 4.5 per cent, interactions were increased by 35 per cent, views were more than twice (+122 per cent) and fans who clicked on Alento’s Facebook page’s links were increased by 146 per cent. Research limitations/implications There were also some limitations related to the sample, since the authors only obtained 205 responses. Therefore, the second suggestion for future investigations would be to conduct the survey on a larger number of people. This study just considers five months after changing procedures. A longer range of time could produce different results. Practical implications The most relevant contribution of the current study is the offer of some insights into the use of a simple tool such as the honeycomb model of Kietzmann et al. (2011) for the analysis of the social engagement from a firm’s perspective, regardless of their nature. Social implications The importance of SM to spread good content and to reduce media costs is reinforced in this study. Originality/value This study is innovative, as it identifies a need of change on SM management, proposes and implements new procedures, checking its results. SM marketing is a new wagon of study, and the problem of how to increase engagement on professional SM is on top priorities of the field.

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“…Yet, there is no agreement on adopting an enactive view of cognition to examine how voice assistant as a [semi] autonomous agent can enact consumers' cognition (e.g., Kyselo, 2018; Metta et al, 2010 ). Previous literature has scrutinized the embedded and embodied view of cognition to address how voice assistants influence consumers' decision-making ( Davenport et al, 2020 ; Pagani et al, 2019 ; Strayer et al, 2017 ; Moriuchi, 2019 ). Yet, it is still unclear how the auditory sense of voice assistants influences their auditory embodiment and consumers' responses ( Deng et al, 2019a , Deng et al, 2019b ; Schuetzler et al, 2018 ; Kramer et al, 2009 ).…”

Section: Introductionmentioning

confidence: 99%

“…Previous research studies have shown that embedding communication ability ( Guzman, 2019 )—such as perceived ease of use and usefulness ( Moriuchi, 2019 )—through interactions with voice assistants enhances consumer trust ( Kim et al, 2018 ) and social image ( McLean and Osei-Frimpong, 2019 ) by engaging consumers to ( Pagani et al, 2019 ; Kachouie et al, 2014 ). Embedding emotion in voice (Schuller, 2018) further enhances social desirability ( Schuetzler et al, 2018 ) and consumers' believability ( Demeur et al, 2011 ).…”

Section: Introductionmentioning

confidence: 99%

Impact of auditory sense on trust and brand affect through auditory social interaction and control

Poushneh

2021

Journal of Retailing and Consumer Services

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Voice assistants—or voice-enabled artificial intelligence—have changed the way people interact with their surroundings dramatically. Utilizing an enactive view of social cognition theory, this study demonstrates how voice assistants can act as [semi] autonomous agents to hold instantaneous social interactions with consumers. This research employed two experimental studies. Study 1 used two voice assistant mobile applications, Microsoft Cortana and Google Assistant, and Study 2 used Amazon Alexa and Microsoft Cortana. The contributions this paper makes are two-fold. First, the results illustrate how perceived auditory sense drives perceived auditory control through auditory social interactions with a voice assistant that lead to brand affect and consumers’ trust in the voice assistant. Second, results shed light on the role of surprise as a repelling drive that attenuates the effect of perceived auditory control on brand affect.

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Okay, Google!: An empirical study on voice assistants on consumer engagement and loyalty

Cited by 212 publications

References 69 publications

Personal Information Disclosure via Voice Assistants: The Personalization–Privacy Paradox

Personal Information Disclosure via Voice Assistants: The Personalization–Privacy Paradox

How to increase engagement on social media using the honeycomb model

Impact of auditory sense on trust and brand affect through auditory social interaction and control

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