消费者为什么要冒险接受语音助手的购买建议?

R. Bawack, Emilie Bonhoure, Sabrine Mallek
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引用次数: 0

摘要

设计/方法/途径以感知风险、消费者信任理论和消费价值理论为基础,提出了一个研究模型,并使用结构方程建模(SEM)对 482 名语音购物者的数据进行了测试。研究结果研究结果表明,与身体伤害、隐私泄露和安全威胁等相关风险不同,其他各种担忧--包括财务、心理、社会、性能相关风险、时间损失和总体感知风险--会显著影响消费者接受虚拟运营商购买建议的意愿。消费者对增值服务购买建议的信任及其感知价值对这一影响具有中介作用。不同类型的风险会影响不同的消费价值,其中功能价值的影响最大。该模型解释了购买建议接受度中 58.6% 的变异,并显著阐明了所有消费价值的变异。原创性/价值随着消费者越来越多地利用人工智能语音对话平台进行在线购买,这项研究为理解消费者的决策过程贡献了重要的知识。研究强调了与虚拟现实购买建议相关的各种风险类型及其对消费者购买行为的影响。研究结果为营销管理者提供了见解,帮助他们在利用虚拟机构作为现代购物环境不可或缺的组成部分的同时,应对消费者感知风险带来的挑战。
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Why would consumers risk taking purchase recommendations from voice assistants?
PurposeThis study aims to identify and explore different risk typologies associated with consumer acceptance of purchase recommendations from voice assistants (VAs).Design/methodology/approachDrawing on components of perceived risk, consumer trust theory, and consumption value theory, a research model was proposed and tested using structural equation modeling (SEM) with data from 482 voice shoppers.FindingsThe results reveal that, unlike risks associated with physical harm, privacy breaches, and security threats, a variety of other concerns—including financial, psychological, social, performance-related risks, time loss, and the overall perceived risks—significantly influence consumers' willingness to accept VAs purchase recommendations. The effect is mediated by trust in VA purchase recommendations and their perceived value. Different types of risk affect various consumption values, with functional value being the most influential. The model explains 58.6% of the variance in purchase recommendation acceptance and significantly elucidates the variance in all consumption values.Originality/valueThis study contributes crucial knowledge to understanding consumer decision-making processes as they increasingly leverage AI-powered voice-based dialogue platforms for online purchasing. It emphasizes recognizing diverse risk typologies associated with VA purchase recommendations and their impact on consumer purchase behavior. The findings offer insights for marketing managers seeking to navigate the challenges posed by consumers' perceived risks while leveraging VAs as an integral component of modern shopping environments.
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