Speaking vs. listening? Balance conversation attributes of voice assistants for better voice marketing

Hu, Peng; Lu, Yaobin; Gong, Yeming; DING, Amy Wenxuan

doi:10.1016/j.ijresmar.2022.04.006

Cited by 27 publications

(22 citation statements)

References 91 publications

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“…Recently, there has been a greater focus on the theories used to understand consumers' responses and experiences with new technologies. With the emergence of technology‐enabled retail services, cue utilization theory (Branca et al, 2023; Das et al, 2021), categorical uncertainty theory (Hu et al, 2023), parasocial interaction theory (Whang & Im, 2021), and social response theory (Oliveira et al, 2021) have been used to understand consumer response, trust, and experiences. Next, we turn to the research avenues available within a range of contextual settings.…”

Section: Discussionmentioning

confidence: 99%

“…While we acknowledge the limitations of our work, we consider them to be opportunities for future research. Hernandez-Ortega & Ferreira, 2021;Lim, Cheah, et al, 2022;Wu, Aw, & Chuah, 2023) 10 Cue utilization theory 2 (Branca et al, 2023;Das et al, 2021) 11 Naïve theory 2 (Das et al, 2021;Kluge & Fassnacht, 2015) 12 Theory of reasoned action (TRA) 2 (Balasubramanian et al, 2005;Wagner et al, 2020) 13 Uses and Gratifications (U&G) theory 2 (Wagner et al, 2020;Zimand-Sheiner et al, 2022) 14 8C Framework 1 (Baker et al, 2018) 15 Assemblage theory 1 (Bahmani et al, 2022) 16 Behavioral decision theory 1 (Li et al, 2020) 17 Bias of omission theory 1 (Kees et al, 2008) 18 Business model framework 1 (Jeansson et al, 2017) 19 Categorical uncertainty theory 1 (Hu et al, 2023) 20 Channel theory 1 (Wu, Aw, & Chuah, 2023) 21 Commodity theory 1 (Kluge & Fassnacht, 2015) 22 Competitive advantage theory 1 (Jindal et al, 2007) 23 Consumer search theory 1 (Moriuchi, 2019) 24 Demand life-cycle theory 1 (Webb & Hogan, 2002) 25 Economics of information theory 1 (Wagner et al, 2020) 26 Effectuation theory 1 (Tolstoy et al, 2021) 27 ES-QUAL model 1 (Shaw et al, 2022) 28 Expectation-disconfirmation model theory 1 (Fergurson et al, 2021) 29 Expectancy-value theory 1 (Loupiac & Goudey, 2020)…”

Section: Limitations and Future Researchmentioning

confidence: 99%

“…Further, trust and experience with voice assistants can impact the willingness to accept product recommendations (Hu et al, 2023). As voice assistants become more personalized, from having simple task‐orientated functions to providing a greater range of higher‐order services, voice activation will become more sophisticated.…”

Section: Findings and Analysismentioning

confidence: 99%

See 2 more Smart Citations

The evolving direct‐to‐consumer retail model: A review and research agenda

McKee

Sands

Pallant

et al. 2023

Int J Consumer Studies

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The substantial growth of e‐commerce sales, driven by digital advancements, has enticed brands to sell direct‐to‐consumers (DTC) online. Despite the growth of the DTC online retail model in practice, academic literature remains fragmented. This systematic review is timely as it meets the need for a comprehensive understanding of the evolution of DTC over two decades of research to 2023. A SPAR‐4‐SLR protocol combined with a Theory–Context–Methods (TCM) approach examines the extant literature through a marketing lens. An analysis of 81 articles reveals a need for consumer behavior theories to underpin research on the DTC retail model. We conclude the review by identifying areas for further development, such as the need for research on the technology‐driven balance of power between brands, retailers, and consumers. Contextually, the authors highlight research opportunities on SME brands' internationalization and the DTC online luxury experience. Methodological directions include empirical qualitative studies and experiments on the emerging topics of technology‐enabled retail services and the experiential e‐commerce impact on customer experience. These future research undertakings will help us to better understand the DTC retail model.

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Section: Discussionmentioning

confidence: 99%

Section: Limitations and Future Researchmentioning

confidence: 99%

See 1 more Smart Citation

The evolving direct‐to‐consumer retail model: A review and research agenda

McKee

Sands

Pallant

et al. 2023

Int J Consumer Studies

View full text Add to dashboard Cite

show abstract

“…Although VAs have been quickly adopted for commercial purposes, the applications of VAs in commercial contexts are still in their infancy and require more research to understand consumer intentions to adopt VAs' recommendations and make a purchase via VAs (Hu, Gong, et al, 2022; Hu, Lu, & Wang, 2022). Prior research has pointed out the significance of consumer attitudes in forming technology‐related adoption behaviour (Chang et al, 2005; Hassanein & Head, 2007; Poushneh, 2021).…”

Section: Introductionmentioning

confidence: 99%

Task type's effect on attitudes towards voice assistants

Sung

Duong

2023

Int J Consumer Studies

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There is an emerging interest in examining user attitudes towards voice assistants (VAs); however, there is limited research on how user attitudes are formulated in different contexts. Drawing from the stereotype content models, the current study attempts to investigate how users perceive and evaluate voice assistants (VAs) in different contexts (i.e., functional vs. social tasks) based on warmth, competence and trustworthiness. Study 1 (N = 123) employs a within‐subjects design to examine how task type (functional vs. social) affects user perceptions and attitudes towards a VA (i.e., Google Assistant). Study 2 (N = 116) and Study 3 (N = 61) examine the boundary effect of perceived psychological power and ease of use. The findings show that attitude is significantly more positive in functional tasks (vs. social), and this effect is mediated by perceived competence. This indirect effect is also significantly moderated by perceived ease of use. Perceived warmth does not mediate the effect of social tasks on attitude, and trust in VAs is a direct outcome of functional tasks. Taken together, this study contributes to both theory and practice in many ways. Specifically, the findings are the first to demonstrate a direct effect of task type on consumer perceptions and attitudes. Additionally, the findings indicate that user evaluations of VAs are still dominated by user perceptions of the competence of the VAs.

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“…However, research on how different recommendation modalities impact downstream consequences for consumers' experience (information processing and evaluation of recommendation persuasiveness and adoption risk) and firms in turn (purchase), and how recommendations should be "designed" for different modalities has been scarce. So far, modality-related research in the technology context has focused on the influence of modality on preference expression (Klesse et al 2015), product search (King et al 2021), user flow experience (Zierau et al 2022), the facilitation of different consumer tasks (Rzepka et al 2021) and communication styles (Whang and Im 2021) as well as the influence of the (in)congruence between speaking and listening on recommendation acceptance (Hu et al 2022).…”

Section: Introductionmentioning

confidence: 99%