Shopping with Voice Assistants: How Empathy Affects Individual and Family Decision-Making Outcomes

Mari, Alex; Mandelli, Andreina; Algesheimer, René

doi:10.2139/ssrn.4352567

Cited by 3 publications

(1 citation statement)

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“…Drawing on the AI system that consists of data collection, computational techniques and output functions, VAs typically perform tasks and decision-making automatically on behalf of humans (Agrawal et al, 2018). Further, they demonstrate the ability to self-improve their understanding of the conversation context as intelligent autonomous agents (Mari et al, 2023). Based on distinctively advanced technology, AI-powered VAs have brought drastic changes to consumers' lifestyles, for example, by allowing consumers to search for information, complete transaction and play music in an entirely hands-free manner, enhancing the overall life quality (Brachten et al, 2020;De Melo et al, 2020).…”

Section: Introductionmentioning

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

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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.

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