{"title":"Adorable interactions: investigating the influence of AI voice assistant cuteness on consumer usage intentions","authors":"Xintao Yu, Xiaochen Liu, Zhen Xu","doi":"10.3389/fcomm.2024.1380775","DOIUrl":null,"url":null,"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.","PeriodicalId":1,"journal":{"name":"Accounts of Chemical Research","volume":"63 1","pages":""},"PeriodicalIF":16.4000,"publicationDate":"2024-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Accounts of Chemical Research","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.3389/fcomm.2024.1380775","RegionNum":1,"RegionCategory":"化学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"CHEMISTRY, MULTIDISCIPLINARY","Score":null,"Total":0}
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.
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.