Building trust with voice assistants for apparel shopping: The effects of social role and user autonomy
2
조회
0
다운로드
2
인용
0
참고문헌
키워드
초록
Voice shopping creates a novel shopping experience as it is prompted by human-AI interaction. It greatly reduces the time required in consumer decision-making, while it could impair consumers’ autonomy. This study thus investigates how the social role of voice assistants and user autonomy affect consumers’ relationships and buying decisions. Using media equation theory, two experimental studies examined the effects of social role and user autonomy on perceived human-likeness, trust, and purchase intention. Study 1 (86 participants) and Study 2 (112 participants) found that perceived human-likeness and trust serially mediated the relationship between user autonomy and purchase intention. This finding contributes to the media equation research by affirming the effectiveness of implicit anthropomorphism processing and highlights the importance of improving consumers’ confidence via voice channels.
Abstract
Voice shopping creates a novel shopping experience as it is prompted by human-AI interaction. It greatly reduces the time required in consumer decision-making, while it could impair consumers’ autonomy. This study thus investigates how the social role of voice assistants and user autonomy affect consumers’ relationships and buying decisions. Using media equation theory, two experimental studies examined the effects of social role and user autonomy on perceived human-likeness, trust, and purchase intention. Study 1 (86 participants) and Study 2 (112 participants) found that perceived human-likeness and trust serially mediated the relationship between user autonomy and purchase intention. This finding contributes to the media equation research by affirming the effectiveness of implicit anthropomorphism processing and highlights the importance of improving consumers’ confidence via voice channels.
참고문헌 (63)
- Janarthanan Balakrishnan, "Conversational commerce: entering the next stage of AI-powered digital assistants", Annals of Operations Research (2021), Springer Science and Business Media LLC[DOI]
- Bertacchini, F., "Shopping with a robotic companion", Computers in Human Behavior, 77, pp.382~395 (2017)[DOI]
- Bhattacherjee, A., "Individual trust in online firms : Scale development and initial test", Journal of Management Information Systems, 19(1), pp.211~241 (2002)[DOI]
- Biddle, B. J., "Recent developments in role theory", Annual Review of Sociology, 12(1), pp.67~92 (1986)[DOI]
- Blut, M., "Understanding anthropomorphism in service provision : A meta-analysis of physical robots, chatbots, and other AI", Journal of the Academy of Marketing Science, 49(4), pp.632~658 (2021)[DOI]
- Broussard, M., "Artificial unintelligence: How computers misunderstand the world" (2018), MIT Press
- Burger, J. M., "The desirability of control", Motivation and Emotion, 3(4), pp.381~393 (1979)[DOI]
- Chattaraman, V., "Should AI-based conversational digital assistants employ social-or task-oriented interaction style? a task-competency and reciprocity perspective for older adults", Computers in Human Behavior, 90, pp.315~330 (2019)[DOI]
- Chen, S. C., "Interpreting dimensions of consumer trust in e-commerce", Information Technology and Management, 4(2), pp.303~318 (2003)[DOI]
- Christman, J. P., "The Cambridge companion to liberalism", pp.141~162 (2015), Cambridge University Press
- Dabholkar, P. A., "Consumer participation in using online recommendation agents : Effects on satisfaction, trust, and purchase intentions", The Service Industries Journal, 32(9), pp.1433~1449 (2012)[DOI]
- De Bellis, E., "Autonomous shopping systems : Identifying and overcoming barriers to consumer adoption", Journal of Retailing, 96(1), pp.74~87 (2020)[DOI]
- Dzindolet, M. T., "The role of trust in automation reliance", International Journal of Human-Computer Studies, 58(6), pp.697~718 (2003)[DOI]
- Epley, N., "When we need a human : Motivational determinants of anthropomorphism", Social Cognition, 26(2), pp.143~155 (2008)[DOI]
- Fernandes, T., "Understanding consumers’ acceptance of automated technologies in service encounters : Drivers of digital voice assistants’ adoption", Journal of Business Research, 122, pp.180~191 (2021)[DOI]
- "Voice finds its voice in apparel" (2021)[URL]
- Friedman, B., "Value-Sensitive design", Interactions, 3(6), pp.16~23 (1996)[DOI]
- Goodman, J. K., "Data collection in a flat world : The strengths and weaknesses of mechanical turk samples", Journal of Behavioral Decision Making, 26(3), pp.213~224 (2013)[DOI]
- Grabner-Kraeuter, S., "The role of consumers’ trust in online-shopping", Journal of Business Ethics, 39(1), pp.43~50 (2002)[DOI]
- Simone Guercini, "New marketing in fashion e-commerce", Journal of Global Fashion Marketing, 9(1), pp.1~8 (2018), 한국마케팅과학회[DOI]
- Hair, J. F., "Multivariate data analysis: A global perspective" (2010), Pearson Prentice Hall Publishing
- Hebb, D. O., "Emotion in man and animal : An analysis of the intuitive processes of recognition", Psychological Review, 53(2), pp.88~106 (1946)[DOI]
- "Can voice technology reshape the luxury experience?" (2019)[URL]
- Huberty, C. J., "Methodological issues & strategies in clinical research", pp.351~365 (1992), American Psychological Association
- Hui, M. K., "Perceived control and the effects of crowding and consumer choice on the service experience", The Journal of Consumer Research, 18(2), pp.174~184 (1991)[DOI]
- Johnson, D., "Experience as a moderator of the media equation : The impact of flattery and praise", International Journal of Human-Computer Studies, 61(3), pp.237~258 (2004)[DOI]
- Kim, Y., "Anthropomorphism of computers : Is it mindful or mindless", Computers in Human Behavior, 28(1), pp.241~250 (2012)[DOI]
- Eun Young Kim, "Self-service technologies (SSTs) streamlining consumer experience in the fashion retail stores: The role of perceived interactivity", Journal of Global Fashion Marketing, 9(4), pp.287~304 (2018), 한국마케팅과학회[DOI]
- Klowait, N., "The quest for appropriate models of human-likeness : Anthropomorphism in media equation research", AI & Society, 33(4), pp.527~536 (2018)[DOI]
- Matthew Lombard, "Social Responses to Media Technologies in the 21st Century: The Media are Social Actors Paradigm", Human-Machine Communication, 2, pp.29~55 (2021), Nicholson School of Communication, UCF[DOI]
- "Voice-Assisted styling: Amazon Alexa’s big bet" (2021)[URL]
- McLean, G., "Alexa, do voice assistants influence consumer brand engagement? Examining the role of AI powered voice assistants in influencing consumer brand engagement", Journal of Business Research, 124, pp.312~328 (2021)[DOI]
- Merico, I., "Servant or partner voice assistant: How user satisfaction is affected by the fit between presentation and behaviour of the voice assistant", doctoral, pp.2020
- Nass, C., "Computers are social actors", Proceedings of the SIGCHI conference on Human factors in computing systems, pp.72~78 (1994)
- Nass, C., "Are machines gender neutral? Gender-stereotypic responses to computers with voices", Journal of Applied Social Psychology, 27(10), pp.864~876 (1997)[DOI]
- Nass, C., "Machines and mindlessness : Social responses to computers", The Journal of Social Issues, 56(1), pp.81~103 (2000)[DOI]
- Niu, D., "Anthropomorphizing information to enhance trust in autonomous vehicles", Human Factors and Ergonomics in Manufacturing and Service Industries, 28(6), pp.352~359 (2018)[DOI]
- Noris Alice, "Digital Fashion: A systematic literature review. A perspective on marketing and communication", Journal of Global Fashion Marketing, 12(1), pp.32~46 (2021), 한국마케팅과학회[DOI]
- "Robots take retail" (2020)[URL]
- Poushneh, A., "Humanizing voice assistant : The impact of voice assistant personality on consumers’ attitudes and behaviors", Journal of Retailing and Consumer Services, 58, pp.102283~ (2021)[DOI]
- Preacher, K. J., "The Sage sourcebook of advanced data analysis methods for communication research", pp.13~54 (2008), Sage
- Pu, L., "The effectiveness of social robots for older adults : A systematic review and meta-analysis of randomized controlled studies", The Gerontologist, 59(1), pp.e37~e51 (2019)[DOI]
- Reeves, B., "The media equation: How people treat computers, television, and new media like real people" (1996), Cambridge University Press
- Rhee, C. E., "Effects of personalization and social role in voice shopping : An experimental study on product recommendation by a conversational voice agent", Computers in Human Behavior, 109, pp.106359~ (2020)[DOI]
- Rijsdijk, S. A., "Honey, have you seen our hamster? Consumer evaluations of autonomous domestic products", Journal of Product Innovation Management, 20(3), pp.204~216 (2003)[DOI]
- Rucker, D. D., "Generous paupers and stingy princes : Power drives consumer spending on self versus others", The Journal of Consumer Research, 37(6), pp.1015~1029 (2011)[DOI]
- Ryan, R. M., "Self-regulation and the problem of human autonomy: Does psychology need choice, self-determination, and will?", Journal of Personality, 74(6), pp.1557~1585 (2006)[DOI]
- "U.S. shopping via voice assistant 2019" (2020)[URL]
- Sax, M., "Health as a means towards profitable ends : MHealth apps, user autonomy, and unfair commercial practices", Journal of Consumer Policy, 41(2), pp.103~134 (2018)[DOI]
- Fiona Schweitzer, "Servant, friend or master? The relationships users build with voice-controlled smart devices", Journal of Marketing Management, 35(7-8), pp.693~715 (2019), Informa UK Limited[DOI]
- Seymour, W., "Exploring interactions between trust, Anthropomorphism, and relationship development in voice assistants", Proceedings of the ACM on Human-Computer Interaction, 5, pp.1~16 (2021)
- Sheehan, B., "Customer service chatbots : Anthropomorphism and adoption", Journal of Business Research, 115, pp.14~24 (2020)[DOI]
- Sundar, S. S., "Cheery companions or serious assistants? Role and demeanor congruity as predictors of robot attraction and use intentions among senior citizens", International Journal of Human-Computer Studies, 97, pp.88~97 (2017)[DOI]
- Tassiello, V., "Alexa, order me a pizza! : The mediating role of psychological power in the consumer–voice assistant interaction", Psychology and Marketing, 38(7), pp.1069~1080 (2021)[DOI]
- Teo, T. S., "Consumer trust in e-commerce in the United States, Singapore and China", Omega, 35(1), pp.22~38 (2007)[DOI]
- Van der Heijden, H., "Understanding online purchase intentions : Contributions from technology and trust perspectives", European Journal of Information Systems, 12(1), pp.41~48 (2003)[DOI]
- Wang, N., "Trust calibration within a human-robot team: Comparing automatically generated explanations", 11th ACM, 2016, 109~116[DOI]
- Wang, W., "Smartphones as social actors? Social dispositional factors in assessing anthropomorphism", Computers in Human Behavior, 68, pp.334~344 (2017)[DOI]
- Waytz, A., "Making sense by making sentient : Effectance motivation increases anthropomorphism", Journal of Personality and Social Psychology, 99(3), pp.410~435 (2010)[DOI]
- Whang, C., "I Like Your Suggestion! the role of human likeness and parasocial relationship on the website versus voice shopper’s perception of recommendations", Psychology & Marketing, 38(4), pp.581~595 (2021)[DOI]
- White, R. W., "Motivation reconsidered : The concept of competence", Psychological Review, 66(5), pp.297~333 (1959)[DOI]
- Wooldridge, M., "Intelligent agents", Multiagent Systems, 6, pp.27~77 (1999)
- Yang, Y., "Anthropomorphism and customers’ willingness to use artificial intelligence service agents", Journal of Hospitality Marketing & Management, 31(1), pp.1~23 (2021)[DOI]
