Markus Blut , Nancy V. Wünderlich , Christian Brock
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Abstract
Retailers rely on virtual assistants (VAs), such as Amazon's Alexa and chatbots, to deliver 24/7 customer service at low costs, as well as novel shopping opportunities. Despite improved VA capabilities due to artificial intelligence (AI), many retailers still struggle to convince customers to become repeat users of VAs. Therefore, to establish recommendations for how to facilitate VA use, this meta-analysis extracts 2,766 correlations from 244 independent samples of customers interacting with VAs. The results suggest that customer-, VA-, and shopping occasion–related factors all influence technology use. Price value is the strongest driver, followed by support, social influence, and anthropomorphism. Performance risk, competence, and trust matter to lesser extents. These factors exert strong indirect effects by triggering two customer responses: cognitive and emotional. Negative emotions emerge as a particularly important mediator. Finally, several VA types enhance or weaken the noted effects, including whether they are intelligent/less intelligent, commercial/noncommercial, voice-/text-based, and avatar-/non-avatar-based. The results suggest no one-size-fits-all approach applies for VAs, because their performance varies across customer responses. The current meta-analysis provides in-depth guidance for retailers seeking to select appealing VAs.
期刊介绍：
The focus of The Journal of Retailing is to advance knowledge and its practical application in the field of retailing. This includes various aspects such as retail management, evolution, and current theories. The journal covers both products and services in retail, supply chains and distribution channels that serve retailers, relationships between retailers and supply chain members, and direct marketing as well as emerging electronic markets for households. Articles published in the journal may take an economic or behavioral approach, but all are based on rigorous analysis and a deep understanding of relevant theories and existing literature. Empirical research follows the scientific method, employing modern sampling procedures and statistical analysis.
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