人工智能驱动的数字助理会影响客户情绪、参与度和忠诚度吗?实证调查

IF 3.9 4区 管理学 Q2 BUSINESS Asia Pacific Journal of Marketing and Logistics Pub Date : 2024-05-08 DOI:10.1108/apjml-09-2023-0935
Daniel K. Maduku, Nripendra P. Rana, Mercy Mpinganjira, Philile Thusi, Njabulo Happy-Boy Mkhize, Aobakwe Ledikwe
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引用次数: 0

摘要

目的数字语音助手(DVA)正在彻底改变消费者与技术和企业的互动方式。尽管对这些设备的采用情况的研究正在迅速扩大,但很少有人对采用后的行为进行探讨。为了填补这一空白,我们研究了功能性和类人特征如何影响消费者对 DVA 的情感、参与度和忠诚度。研究结果研究结果表明,DVA 中独特的类人因素和功能因素可独立解释客户对 DVA 的积极情绪和参与度。积极情绪和参与度极大地影响了客户对 DVA 的忠诚度。研究表明,DVA 的本地化对服务体验--顾客参与关系具有显著的正向调节作用,但对拟人化--顾客参与关系具有负向调节作用。它解释了 DVA 的类人属性和功能属性如何推动客户对 DVA 产生积极的情感反应、参与度和忠诚度。研究结果不仅为本地化的调节作用揭示了新的见解,还为拟人化和服务体验对顾客参与度影响的边界条件提供了重要的理解。
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Do AI-powered digital assistants influence customer emotions, engagement and loyalty? An empirical investigation

Purpose

Digital voice assistants (DVAs) are revolutionising consumers’ interactions with technology and businesses. Whilst research on the adoption of these devices is rapidly expanding, few have explored post-adoption behaviour. To fill this gap, we investigate how functionality and human-like features shape customers’ emotions, engagement and loyalty towards DVAs.

Design/methodology/approach

The data were collected through a self-administered online survey from 509 DVA users. Structural equation modelling was employed for data analysis.

Findings

The results reveal that distinct human-like and functional factors of DVA independently explain customers’ positive emotions and engagement with DVAs. Positive emotions and engagement significantly impact customer loyalty to DVAs. The study shows that localisation of DVAs has a significant positive moderating influence on the service experience-customer engagement relationship but a negative moderating influence on the anthropomorphism-customer engagement relationship.

Originality/value

Unlike previous research, this study contributes to the literature by delving into post-adoption phenomena. It explains how DVAs’ human-like and functional attributes drive customers’ positive emotional responses, engagement and loyalty towards DVAs. The findings not only unveil new insights into the moderating role of localisation but also provide a crucial understanding regarding the boundary conditions of the influence of anthropomorphism and service experience on customer engagement.

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来源期刊
CiteScore
7.90
自引率
18.90%
发文量
96
期刊介绍: The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies
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