The Role of Trusting Beliefs in Voice Assistants during Voice Shopping

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dc.contributor.authorMari, Alex
dc.contributor.authorAlgesheimer, René
dc.date.accessioned2020-12-24T19:50:45Z
dc.date.available2020-12-24T19:50:45Z
dc.date.issued2021-01-05
dc.description.abstractArtificial 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.
dc.format.extent10 pages
dc.identifier.doi10.24251/HICSS.2021.495
dc.identifier.isbn978-0-9981331-4-0
dc.identifier.urihttp://hdl.handle.net/10125/71112
dc.language.isoEnglish
dc.relation.ispartofProceedings of the 54th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectArtificial Intelligence-based Assistants
dc.subjectconsideration set size
dc.subjectdefault effect
dc.subjecttrusting beliefs
dc.subjectvoice assistants
dc.subjectvoice commerce
dc.titleThe Role of Trusting Beliefs in Voice Assistants during Voice Shopping
prism.startingpage4073

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