Love it or hate it? Deconstructing consumers' attitudes towards AI enabled voice shopping

IF 4.4 3区 管理学 Q2 BUSINESS
Sana Zehra Kamoonpuri, Anita Sengar
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引用次数: 0

Abstract

The conversational, social and intelligent capabilities of Artificial Intelligence (AI) enabled voice assistants (VAs) to assist humans have grown. However, their use still remains limited for complex tasks such as shopping. While some studies find that consumers are willing to use them, others report negative reactions that lead to rejection, especially for complex activities. This study aims to bridge the gap between the dichotomous streams of literature by investigating the overall attitude towards the use of AI VAs for a multi-step task that is, shopping. We first identify 27 attitudinal criteria through a comprehensive literature review in light of the Uncanny Valley Theory and the Self Determination Theory. The criteria are organized using the cognitive, affective and conative framework of attitude, and ranked using the Fuzzy Analytical Hierarchy Process. Sensitivity analysis is done to affirm the robustness of the framework. Findings reveal that the behavioral intentions to use (conative criteria) are the strongest, followed by feelings evoked during use (affective criteria), followed by beliefs people hold regarding AI VAs (cognitive criteria). Intention to use AI voice assistants during all stages of the purchase journey takes precedence over negative feelings such as loss of control, unfulfillment and vulnerability. This study reconciles the existing stream of literature on conversational AI and provides managerial implications based on the dimensions of attitude.

爱它还是恨它?解构消费者对人工智能语音购物的态度
人工智能(AI)支持的语音助手(VAs)在帮助人类方面的对话、社交和智能能力不断增强。然而,它们在购物等复杂任务中的使用仍然有限。一些研究发现,消费者愿意使用语音助手,但另一些研究则指出,消费者会产生负面反应,从而拒绝使用语音助手,尤其是在复杂的活动中。本研究旨在通过调查消费者对在购物等多步骤任务中使用人工智能虚拟助手的总体态度,来弥补这两类文献之间的差距。我们首先根据 "不寻常谷理论 "和 "自我决定理论",通过全面的文献综述确定了 27 项态度标准。我们使用态度的认知、情感和内涵框架对这些标准进行了组织,并使用模糊分析层次过程对其进行了排序。为确认该框架的稳健性,还进行了敏感性分析。研究结果表明,使用的行为意图(内涵标准)是最强烈的,其次是使用过程中唤起的情感(情感标准),然后是人们对人工智能虚拟助理所持的信念(认知标准)。在购买过程的各个阶段,使用人工智能语音助手的意愿优先于失去控制、无法实现和脆弱等负面感受。本研究调和了现有关于人工智能对话的文献流,并根据态度维度提供了管理启示。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
期刊介绍: The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
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