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The Role of Trusting Beliefs in Voice Assistants during Voice Shopping

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Title:The Role of Trusting Beliefs in Voice Assistants during Voice Shopping
Authors:Mari, Alex
Algesheimer, René
Keywords:Artificial Intelligence-based Assistants
consideration set size
default effect
trusting beliefs
voice assistants
voice commerce
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Date Issued:05 Jan 2021
Abstract:Artificial intelligence-based voice assistants (VAs) such as Amazon Alexa deliver personalized product recommendations in order to match consumers’ needs. The use of voice assistants for shopping purposes incorporates elements of risk affecting when and how they are considered trusted relationship partners. In this uncertain environment, it is unclear ‘when’ voice assistants are capable of gaining trust and ‘how’ the development of such a trusted relationship affects decisions. This research explores the effect of trusting beliefs towards voice assistants on decision satisfaction through the indirect effect of consideration set size (n. of options), in the context of voice shopping. Findings of an individual-session online experiment (N = 180) show a positive direct effect of trust on customer’s satisfaction and a mediating role of set size, confirming consumers’ bias towards default choices. This study highlights the consequences of trust in AI-enabled voice assistants for decision-making during utilitarian purchases.
Pages/Duration:10 pages
URI:http://hdl.handle.net/10125/71112
ISBN:978-0-9981331-4-0
DOI:10.24251/HICSS.2021.495
Rights:Attribution-NonCommercial-NoDerivatives 4.0 International
https://creativecommons.org/licenses/by-nc-nd/4.0/
Appears in Collections: Artificial Intelligence-based Assistants


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