Why would consumers risk taking purchase recommendations from voice assistants?
Ransome Epie Bawack,
Emilie Bonhoure,
Sabrine Mallek
Abstract:PurposeThis study aims to identify and explore different risk typologies associated with consumer acceptance of purchase recommendations from voice assistants (VAs).Design/methodology/approachDrawing on components of perceived risk, consumer trust theory, and consumption value theory, a research model was proposed and tested using structural equation modeling (SEM) with data from 482 voice shoppers.FindingsThe results reveal that, unlike risks associated with physical harm, privacy breaches, and security threa… Show more
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