家庭语音助理自主性对辅助性和有用性的影响:互动性的直接、间接和调节作用

IF 6.8 1区管理学 Q1 BUSINESS Journal of Interactive Marketing Pub Date : 2021-11-01 DOI:10.1016/j.intmar.2021.03.005

Laura Lucia-Palacios, Raúl Pérez-López

{"title":"家庭语音助理自主性对辅助性和有用性的影响:互动性的直接、间接和调节作用","authors":"Laura Lucia-Palacios, Raúl Pérez-López","doi":"10.1016/j.intmar.2021.03.005","DOIUrl":null,"url":null,"abstract":"<div><p>This research investigates whether interactivity of home voice assistants can reduce the consumer's perceptions of intrusiveness when using these products because of their autonomy. To do so, the authors applied structural equation modeling to 607 questionnaires. The results show that autonomy has a quadratic effect on intrusiveness and usefulness, being more intense for high levels of autonomy. Interactivity reduces intrusiveness both directly and indirectly through brand trust, and interactivity has a positive effect on usefulness. Furthermore, interactivity moderates the effect of autonomy on intrusiveness. These results lead to interesting managerial implications, such as the inclusion of interactive characteristics in smart products to enable consumers to control and communicate with them.</p></div>","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":6.8000,"publicationDate":"2021-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1016/j.intmar.2021.03.005","citationCount":"27","resultStr":"{\"title\":\"Effects of Home Voice Assistants' Autonomy on Instrusiveness and Usefulness: Direct, Indirect, and Moderating Effects of Interactivity\",\"authors\":\"Laura Lucia-Palacios, Raúl Pérez-López\",\"doi\":\"10.1016/j.intmar.2021.03.005\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><p>This research investigates whether interactivity of home voice assistants can reduce the consumer's perceptions of intrusiveness when using these products because of their autonomy. To do so, the authors applied structural equation modeling to 607 questionnaires. The results show that autonomy has a quadratic effect on intrusiveness and usefulness, being more intense for high levels of autonomy. Interactivity reduces intrusiveness both directly and indirectly through brand trust, and interactivity has a positive effect on usefulness. Furthermore, interactivity moderates the effect of autonomy on intrusiveness. These results lead to interesting managerial implications, such as the inclusion of interactive characteristics in smart products to enable consumers to control and communicate with them.</p></div>\",\"PeriodicalId\":48260,\"journal\":{\"name\":\"Journal of Interactive Marketing\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":6.8000,\"publicationDate\":\"2021-11-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://sci-hub-pdf.com/10.1016/j.intmar.2021.03.005\",\"citationCount\":\"27\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Interactive Marketing\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S1094996821000219\",\"RegionNum\":1,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Interactive Marketing","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S1094996821000219","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}

引用次数: 27

摘要

本研究调查了家庭语音助手的交互性是否可以减少消费者在使用这些产品时的侵入感，因为它们具有自主性。为此，作者对607份问卷进行了结构方程建模。结果表明，自主性对侵入性和有用性具有二次效应，且自主性水平越高，影响越强烈。互动性通过品牌信任直接或间接地减少侵入性，互动性对有用性有积极影响。此外，互动性调节自主性对侵入性的影响。这些结果导致了有趣的管理含义，例如在智能产品中包含交互特性，使消费者能够控制它们并与它们通信。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文

微信好友朋友圈 QQ好友复制链接

本刊更多论文

Effects of Home Voice Assistants' Autonomy on Instrusiveness and Usefulness: Direct, Indirect, and Moderating Effects of Interactivity

This research investigates whether interactivity of home voice assistants can reduce the consumer's perceptions of intrusiveness when using these products because of their autonomy. To do so, the authors applied structural equation modeling to 607 questionnaires. The results show that autonomy has a quadratic effect on intrusiveness and usefulness, being more intense for high levels of autonomy. Interactivity reduces intrusiveness both directly and indirectly through brand trust, and interactivity has a positive effect on usefulness. Furthermore, interactivity moderates the effect of autonomy on intrusiveness. These results lead to interesting managerial implications, such as the inclusion of interactive characteristics in smart products to enable consumers to control and communicate with them.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

Journal of Interactive Marketing BUSINESS-

CiteScore

20.20

自引率

5.90%

发文量

期刊介绍： The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.