智能家居音箱的人性化能否改善用户对隐蔽信息采集的态度?

IF 9.6 2区管理学 Q1 BUSINESS

Journal of Research in Interactive Marketing Pub Date : 2023-12-02 DOI:10.1108/jrim-05-2023-0140

Natalia Lavado-Nalvaiz, Laura Lucia-Palacios, Raúl Pérez-López

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引用次数: 0

摘要

本文分析智能家居扬声器的人性化是否可以改善用户对隐蔽信息收集的态度。此外，它还研究了信任、社会存在和用户感知到的监视对隐蔽信息收集态度的直接和间接影响。设计/方法/方法共调查了679名美国智能家居扬声器用户，并使用结构方程模型分析了他们的回答。中介效应也进行了检验。发现人性化增加了社交存在感，改善了用户对隐蔽信息收集的态度，并对信任产生了u型影响。证明了人性化对感知监视的负面影响。社交存在降低了感知监视水平，并改善了用户对隐蔽信息收集的态度。原创性/价值我们将对秘密信息收集的态度作为一个新的结果变量进行研究。这项研究通过提供新的证据来证明人性化如何有助于改善用户对隐蔽信息收集的态度，并产生对服务提供商的信任，从而为不断增长的人性化研究做出了贡献。这项研究表明了社会存在的重要作用。

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Can the humanisation of smart home speakers improve user's attitude towards covert information collection?

Purpose

This paper analyses whether the humanisation of smart home speakers can improve users' attitudes towards covert information collection. Additionally, it examines the direct and indirect impact of trust, social presence and user's perceived surveillance on attitude towards covert information collection.

Design/methodology/approach

A total of 679 American users of smart home speakers are surveyed, and their responses are analysed using structural equation modelling. Mediating effects are also examined.

Findings

Humanisation increases social presence, improves users' attitude towards covert information collection and has a U-shaped effect on trust. A negative effect of humanisation on perceived surveillance is demonstrated. Social presence reduces perceived surveillance levels and improves users' attitude towards covert information collection.

Originality/value

We examine attitude towards covert information collection as a new outcome variable. This study contributes to the growing body of research on humanisation by providing new evidence of how humanisation helps improve users' attitude towards covert information collection and generates trust in the service provider. This research indicates the important role of social presence.

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来源期刊

Journal of Research in Interactive Marketing BUSINESS-

CiteScore

17.80

自引率

17.10%

发文量

期刊介绍： The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management. ISSN: 2040-7122 eISSN: 2040-7122 With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.