{"title":"Alexa，我可以收养你吗?语音助手共情和用户感知风险在客户服务交付中的作用","authors":"Kesha K. Coker, Ramendra Thakur","doi":"10.1108/jsm-07-2023-0284","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>Powered by artificial intelligence, voice assistants (VAs), such as Alexa, Siri and Cortona, are at early-stage adoption rates in service contexts. Customers express hesitance in using the technology. Furthermore, the effect of a relevant variable (VA empathy) as a determinant of VAs is not widely researched. This study aims to extend the unified theory of acceptance and use of technology (UTAUT) and social response theory (SRT) to propose and test a conceptual model of the role of customer perceptions of VA empathy and risk on VA adoption and usage intensity.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>In this study, data were collected from 387 VA users in the USA using a survey administered through Amazon MTurk. Data cleaning retained a final <em>n</em> = 318 for structural equation modeling analysis.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>Findings show that perceived VA empathy enhances customers’ attitude toward VA and drives adoption, thereby increasing VA usage intensity. Perceived risk is a moderator; users with high perceptions of VA empathy have greater VA adoption rates when they have high (vs low) risk perceptions of using VA.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>This research is one of the first known studies to provide empirical evidence of the role of customer perceptions of VA empathy and risk on VA adoption in service delivery. It goes beyond VA adoption research to provide empirical evidence of the impact of VA adoption on actual usage intensity. By extending the UTAUT and SRT, this research adds to the theoretical foundation for research on VA adoption, offering practical insights for firms regarding empathetic VA design to enhance customer service delivery.</p><!--/ Abstract__block -->","PeriodicalId":48294,"journal":{"name":"Journal of Services Marketing","volume":null,"pages":null},"PeriodicalIF":3.8000,"publicationDate":"2023-11-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Alexa, may I adopt you? The role of voice assistant empathy and user-perceived risk in customer service delivery\",\"authors\":\"Kesha K. Coker, Ramendra Thakur\",\"doi\":\"10.1108/jsm-07-2023-0284\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>Powered by artificial intelligence, voice assistants (VAs), such as Alexa, Siri and Cortona, are at early-stage adoption rates in service contexts. Customers express hesitance in using the technology. Furthermore, the effect of a relevant variable (VA empathy) as a determinant of VAs is not widely researched. This study aims to extend the unified theory of acceptance and use of technology (UTAUT) and social response theory (SRT) to propose and test a conceptual model of the role of customer perceptions of VA empathy and risk on VA adoption and usage intensity.</p><!--/ Abstract__block -->\\n<h3>Design/methodology/approach</h3>\\n<p>In this study, data were collected from 387 VA users in the USA using a survey administered through Amazon MTurk. Data cleaning retained a final <em>n</em> = 318 for structural equation modeling analysis.</p><!--/ Abstract__block -->\\n<h3>Findings</h3>\\n<p>Findings show that perceived VA empathy enhances customers’ attitude toward VA and drives adoption, thereby increasing VA usage intensity. 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By extending the UTAUT and SRT, this research adds to the theoretical foundation for research on VA adoption, offering practical insights for firms regarding empathetic VA design to enhance customer service delivery.</p><!--/ Abstract__block -->\",\"PeriodicalId\":48294,\"journal\":{\"name\":\"Journal of Services Marketing\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.8000,\"publicationDate\":\"2023-11-20\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Services Marketing\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1108/jsm-07-2023-0284\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Services Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/jsm-07-2023-0284","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
Alexa, may I adopt you? The role of voice assistant empathy and user-perceived risk in customer service delivery
Purpose
Powered by artificial intelligence, voice assistants (VAs), such as Alexa, Siri and Cortona, are at early-stage adoption rates in service contexts. Customers express hesitance in using the technology. Furthermore, the effect of a relevant variable (VA empathy) as a determinant of VAs is not widely researched. This study aims to extend the unified theory of acceptance and use of technology (UTAUT) and social response theory (SRT) to propose and test a conceptual model of the role of customer perceptions of VA empathy and risk on VA adoption and usage intensity.
Design/methodology/approach
In this study, data were collected from 387 VA users in the USA using a survey administered through Amazon MTurk. Data cleaning retained a final n = 318 for structural equation modeling analysis.
Findings
Findings show that perceived VA empathy enhances customers’ attitude toward VA and drives adoption, thereby increasing VA usage intensity. Perceived risk is a moderator; users with high perceptions of VA empathy have greater VA adoption rates when they have high (vs low) risk perceptions of using VA.
Originality/value
This research is one of the first known studies to provide empirical evidence of the role of customer perceptions of VA empathy and risk on VA adoption in service delivery. It goes beyond VA adoption research to provide empirical evidence of the impact of VA adoption on actual usage intensity. By extending the UTAUT and SRT, this research adds to the theoretical foundation for research on VA adoption, offering practical insights for firms regarding empathetic VA design to enhance customer service delivery.
期刊介绍：
■Customer policy and service ■Marketing of services ■Marketing planning ■Service marketing abroad ■Service quality Capturing and retaining customers in a service industry is a vastly different activity to its product-based counterpart. The fickle nature of today"s consumer is a vital factor in understanding the factors which determine successful holding of market share - and the intense competition within the sector means practitioners must keep pace with new developments if they are to outwit competitors and develop customer loyalty.
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