{"title":"Artificial intelligence in voice assistants: User benefits explored","authors":"Minseong Kim, Jihye Kim","doi":"10.1111/ijcs.13019","DOIUrl":null,"url":null,"abstract":"<p>This study demonstrates that consumers' perceptions of voice assistant device (VAD) elements promote psychological ownership and interface flow experience, resulting in satisfaction with, and loyalty toward VADs. To that end, this study collected VAD users in the United States and conducted structural equation modeling to empirically examine the relationships among the variables. The empirical findings indicated that perceived artificiality and intelligence had significant influences on psychological ownership and flow experience. In addition, the empirical results demonstrated that psychological ownership resulted in flow experience with VADs, significantly affecting customer satisfaction and loyalty toward VADs. Finally, customer satisfaction had a significant impact on loyalty. Based on the empirical findings, this study provided meaningful implications for marketing scholars and practitioners.</p>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":null,"pages":null},"PeriodicalIF":8.6000,"publicationDate":"2024-02-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Consumer Studies","FirstCategoryId":"91","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1111/ijcs.13019","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
This study demonstrates that consumers' perceptions of voice assistant device (VAD) elements promote psychological ownership and interface flow experience, resulting in satisfaction with, and loyalty toward VADs. To that end, this study collected VAD users in the United States and conducted structural equation modeling to empirically examine the relationships among the variables. The empirical findings indicated that perceived artificiality and intelligence had significant influences on psychological ownership and flow experience. In addition, the empirical results demonstrated that psychological ownership resulted in flow experience with VADs, significantly affecting customer satisfaction and loyalty toward VADs. Finally, customer satisfaction had a significant impact on loyalty. Based on the empirical findings, this study provided meaningful implications for marketing scholars and practitioners.
本研究表明,消费者对语音助理设备(VAD)要素的认知会促进心理上的拥有感和界面流程体验,从而提高对VAD的满意度和忠诚度。为此,本研究收集了美国的 VAD 用户,并通过结构方程模型对变量之间的关系进行了实证研究。实证结果表明,感知到的人工化和智能化对心理所有权和流动体验有显著影响。此外,实证结果表明,心理所有权导致了 VAD 的流动体验,并显著影响了客户对 VAD 的满意度和忠诚度。最后,顾客满意度对忠诚度有重大影响。基于实证研究结果,本研究为营销学者和从业人员提供了有意义的启示。
期刊介绍:
The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.