Building trust with voice assistants for apparel shopping: The effects of social role and user autonomy

IF 3.3 Q2 BUSINESS
Jennifer Huh, C. Whang, Hye-young Kim
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引用次数: 5

Abstract

ABSTRACT Voice shopping creates a novel shopping experience as it is prompted by human-AI interaction. It greatly reduces the time required in consumer decision-making, while it could impair consumers’ autonomy. This study thus investigates how the social role of voice assistants and user autonomy affect consumers’ relationships and buying decisions. Using media equation theory, two experimental studies examined the effects of social role and user autonomy on perceived human-likeness, trust, and purchase intention. Study 1 (86 participants) and Study 2 (112 participants) found that perceived human-likeness and trust serially mediated the relationship between user autonomy and purchase intention. This finding contributes to the media equation research by affirming the effectiveness of implicit anthropomorphism processing and highlights the importance of improving consumers’ confidence via voice channels.
服装购物语音助手建立信任:社会角色和用户自主性的影响
语音购物通过人机交互的方式,创造了一种新颖的购物体验。它大大减少了消费者决策所需的时间,但也可能损害消费者的自主权。因此,本研究探讨了语音助手的社会角色和用户自主性如何影响消费者的关系和购买决策。运用媒介方程理论,两项实验研究考察了社会角色和用户自主性对感知人类相似性、信任和购买意愿的影响。研究1(86名参与者)和研究2(112名参与者)发现,感知人类相似性和信任在用户自主性与购买意愿之间的关系中起到了连续中介作用。这一发现肯定了隐性拟人化处理的有效性,有助于媒体等式研究,并强调了通过语音渠道提高消费者信心的重要性。
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来源期刊
CiteScore
6.90
自引率
31.60%
发文量
34
期刊介绍: The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.
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