当配方比配料更重要时:揭示消费者使用语音助手的复杂性

Nima Heirati, Valentina Pitardi, Mohamed Sobhy Temerak
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引用次数: 0

摘要

随着语音助手(VA)的广泛使用,人们迫切需要了解是什么促使消费者使用不同的语音助手。现有研究通常侧重于解释消费者采用或继续使用虚拟助理的前因的净效应,而忽视了消费者行为的复杂性和多种前因的组合效应。我们的研究提出,消费者继续使用虚拟物品的意愿并不取决于产品或消费者的单一特征,而是取决于这些特征的具体组合。通过整合人与技术互动理论和媒体丰富性理论,我们认为,具有不同心理测量特征和学习风格的消费者可能会对虚拟广告的人性化属性和技术属性做出不同的评价。我们的研究表明,不同的虚拟机构属性和消费者特征之间复杂的相互联系,可以让我们全面理解一些消费者继续使用或停止使用虚拟机构的原因。研究结果通过考察消费者对单一和多模态虚拟形象(如智能扬声器与触摸屏智能扬声器)的评价,为消费者与技术互动中的多模态性提供了新的见解,从而推动了媒体丰富性文献的发展。我们的研究为管理者有效设计符合其细分和定位战略的虚拟形象提供了模板。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
When the recipe is more important than the ingredients: Unveiling the complexity of consumer use of voice assistants
The widespread use of voice assistants (VAs) creates a pressing need to understand what drives consumers to use different VAs. Existing studies have commonly focused on the net effects of antecedents that explain why consumers adopt or continue using VAs, ignoring the complexity of consumer behavior and the combinatorial effects of multiple antecedents. Our study proposes that consumer intention to continue using VAs does not depend on a single characteristic of products or consumers but on specific configurations of such characteristics. By integrating human–technology interaction and media richness theories, we suggest that consumers with distinct psychometric profiles and learning styles may evaluate humanlike and technological attributes of VAs differently. Our study shows that the complex interconnectedness between different VA attributes and consumer characteristics can provide a holistic understanding of why some consumers continue or stop using VAs. The results advance the media richness literature by offering novel insights into multimodality in consumer–technology interactions by examining consumer evaluations of single and multimodal VAs (e.g., smart speakers vs. touchscreen smart speakers). Our study provides templates for managers to effectively design VAs aligned with their segmentation and targeting strategies.
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