Adorable interactions: investigating the influence of AI voice assistant cuteness on consumer usage intentions

IF 16.4 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY

Accounts of Chemical Research Pub Date : 2024-07-02 DOI:10.3389/fcomm.2024.1380775

Xintao Yu, Xiaochen Liu, Zhen Xu

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引用次数: 0

Abstract

In an era where user experience reigns supreme, an unexpected element is subtly influencing our interactions with technology— “Cuteness.” However, when discussing the design of digital products such as AIVAs, is cuteness merely a matter of appearance? This paper aims to unveil the complex psychological mechanisms and their impact on usage intention hidden behind the seemingly harmless allure of cuteness. Through an experimental study involving 284 participants and utilizing a moderated serial mediation model via PLS-SEM, this research reveals how aesthetic design differences influence usage intentions. The findings disclose three key insights: (1) A positive relationship between cuteness and usage intention is confirmed; (2) Social presence, performance expectancy and customer value act as serial mediations between cuteness and usage intention; (3) Perceived risk moderates the impact of cuteness on usage intentions by influencing social presence, performance expectancy, hedonic value and functional value. This contributes theoretical insights and practical guidance for the sustainable development and success of AIVAs.

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可爱的互动：研究人工智能语音助手的可爱程度对消费者使用意愿的影响

在用户体验至上的时代，一个意想不到的元素正在微妙地影响着我们与技术的互动--"可爱"。然而，在讨论 AIVAs 等数字产品的设计时，可爱仅仅是一个外观问题吗？本文旨在揭示隐藏在看似无害的可爱诱惑背后的复杂心理机制及其对使用意图的影响。通过一项涉及 284 名参与者的实验研究，并利用 PLS-SEM 的调节串联中介模型，本研究揭示了美学设计差异如何影响使用意图。研究结果揭示了三个主要观点：（1）证实了可爱与使用意向之间的正相关关系；（2）社会存在、性能预期和顾客价值在可爱与使用意向之间起到了序列中介的作用；（3）感知风险通过影响社会存在、性能预期、享乐价值和功能价值来调节可爱对使用意向的影响。这将为 AIVA 的可持续发展和成功提供理论启示和实践指导。

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

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.