AI-powered voice assistants: developing a framework for building consumer trust and fostering brand loyalty

IF 3.7 4区管理学 Q2 BUSINESS Electronic Commerce Research Pub Date : 2024-04-21 DOI:10.1007/s10660-024-09850-5

Vai Rawool, Pantea Foroudi, Maria Palazzo

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Abstract

This paper explores the role of artificial intelligence (AI)-powered voice assistants (VAs) in the context of online shopping, with a specific focus on Indian consumers. Through a quantitative research approach, data were collected with an online survey of 150 Indian participants based on constructs and measurement tools, which are meticulously defined, ensuring the reliability and validity of the results. The study (1) explores previous research to understand the use of AI-powered VAs in online shopping and their varied antecedents/dimensions; (2) analyses the influence of consumer trust on intention to use, satisfaction, and emotional attachment among individuals who use AI-powered VAs in online shopping; (3) develops a framework that reflects the antecedents of AI-powered VAs in online shopping and the outcome as brand loyalty, while taking consumer trust as the mediator for users’ intention to use AI-powered VAs, customer satisfaction, and emotional attachment in their journey towards brand loyalty; (4) studies how Alexa, an AI-powered VA, influences the consumer journey when shopping online in India and ultimately affects the brand loyalty of Indian consumers.

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人工智能语音助手：建立消费者信任和培养品牌忠诚度的框架

本文探讨了人工智能（AI）驱动的语音助手（VAs）在网上购物中的作用，特别关注印度消费者。本研究采用定量研究方法，通过对 150 名印度参与者进行在线调查收集数据，这些数据基于精心定义的结构和测量工具，确保了研究结果的可靠性和有效性。本研究（1）探讨了以往的研究，以了解人工智能驱动的虚拟机构在网上购物中的使用情况及其各种前因/维度；（2）分析了消费者信任对使用人工智能驱动的虚拟机构进行网上购物的个人的使用意向、满意度和情感依恋的影响；(3)建立一个框架，以消费者信任为中介，反映网购中人工智能驱动的虚拟机构的前因和结果，即品牌忠诚度，同时将消费者信任作为用户使用人工智能驱动的虚拟机构的意向、客户满意度和情感依恋的中介，帮助用户实现品牌忠诚度；(4)研究人工智能驱动的虚拟机构Alexa如何影响印度网购中的消费者旅程，并最终影响印度消费者的品牌忠诚度。

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来源期刊

Electronic Commerce Research Multiple-

CiteScore

7.50

自引率

12.80%

发文量

期刊介绍： The Internet and the World Wide Web have brought a fundamental change in the way that individuals access data, information and services. Individuals have access to vast amounts of data, to experts and services that are not limited in time or space. This has forced business to change the way in which they conduct their commercial transactions with their end customers and with other businesses, resulting in the development of a global market through the Internet. The emergence of the Internet and electronic commerce raises many new research issues. The Electronic Commerce Research journal will serve as a forum for stimulating and disseminating research into all facets of electronic commerce - from research into core enabling technologies to work on assessing and understanding the implications of these technologies on societies, economies, businesses and individuals. The journal concentrates on theoretical as well as empirical research that leads to better understanding of electronic commerce and its implications. Topics covered by the journal include, but are not restricted to the following subjects as they relate to the Internet and electronic commerce: Dissemination of services through the Internet;Intelligent agents technologies and their impact;The global impact of electronic commerce;The economics of electronic commerce;Fraud reduction on the Internet;Mobile electronic commerce;Virtual electronic commerce systems;Application of computer and communication technologies to electronic commerce;Electronic market mechanisms and their impact;Auctioning over the Internet;Business models of Internet based companies;Service creation and provisioning;The job market created by the Internet and electronic commerce;Security, privacy, authorization and authentication of users and transactions on the Internet;Electronic data interc hange over the Internet;Electronic payment systems and electronic funds transfer;The impact of electronic commerce on organizational structures and processes;Supply chain management through the Internet;Marketing on the Internet;User adaptive advertisement;Standards in electronic commerce and their analysis;Metrics, measurement and prediction of user activity;On-line stock markets and financial trading;User devices for accessing the Internet and conducting electronic transactions;Efficient search techniques and engines on the WWW;Web based languages (e.g., HTML, XML, VRML, Java);Multimedia storage and distribution;Internet;Collaborative learning, gaming and work;Presentation page design techniques and tools;Virtual reality on the net and 3D visualization;Browsers and user interfaces;Web site management techniques and tools;Managing middleware to support electronic commerce;Web based education, and training;Electronic journals and publishing on the Internet;Legal issues, taxation and property rights;Modeling and design of networks to support Internet applications;Modeling, design and sizing of web site servers;Reliability of intensive on-line applications;Pervasive devices and pervasive computing in electronic commerce;Workflow for electronic commerce applications;Coordination technologies for electronic commerce;Personalization and mass customization technologies;Marketing and customer relationship management in electronic commerce;Service creation and provisioning. Audience: Academics and professionals involved in electronic commerce research and the application and use of the Internet. Managers, consultants, decision-makers and developers who value the use of electronic com merce research results. Special Issues: Electronic Commerce Research publishes from time to time a special issue of the devoted to a single subject area. If interested in serving as a guest editor for a special issue, please contact the Editor-in-Chief J. Christopher Westland at westland@uic.edu with a proposal for the special issue. Officially cited as: Electron Commer Res