{"title":"Building trust with voice assistants for apparel shopping: The effects of social role and user autonomy","authors":"Jennifer Huh, C. Whang, Hye-young Kim","doi":"10.1080/20932685.2022.2085603","DOIUrl":null,"url":null,"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.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.3000,"publicationDate":"2023-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"5","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Global Fashion Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/20932685.2022.2085603","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
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.
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.