Understanding consumers' acceptance of automated technologies in service encounters: Drivers of digital voice assistants adoption
Understanding consumers' acceptance of automated technologies in service encounters: Drivers of digital voice assistants adoption
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DOI：
10.1016/j.jbusres.2020.08.058
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发表时间：
2021-01-01
影响因子：
11.3
通讯作者：
Oliveira, Elisabete
中科院分区：
文献类型：
--
作者：
Fernandes, Teresa;Oliveira, Elisabete
客户越来越多地在技术的支持下协调日常活动，服务越来越多地采用基于AI的应用程序。然而，研究仍处于起步阶段，主要是概念性的。因此，本研究以238位年轻消费者为研究对象，以偏最小二乘结构方程为分析工具，探讨使用者在服务接触中使用智慧型数位语音助理的动机。研究结果表明，功能，社会和关系的因素驱动采用，解开它们之间的交叉效应，揭示了经验和人类互动的需要的调节作用。虽然经验验证和扩展服务机器人接受模型的维尔茨和同事，这项研究提供的证据表明，拟人化是不普遍的积极，并增加了一个新的视角，对未充分发掘的作用，客户机器人融洽的建设。该研究有助于更全面地了解数字语音助理的采用情况，并为如何成功实施此类技术提供管理指导。
Customers increasingly orchestrate their everyday activities with the support of technology, with services in-creasingly adopting AI-based applications. Yet, research is still in its infancy and has been largely conceptual. Therefore, based on data collected from 238 young consumers, analyzed using PLS-SEM, this study focuses on users' motivations to adopt intelligent digital voice assistants in service encounters. Findings show that functional, social and relational elements drive adoption, untangle crossover effects between them and reveal the moderating role of experience and need for human interaction. While empirically validating and extending the Service Robot Acceptance Model by Wirtz and colleagues, this study provides evidence that anthropomorphism is not universally positive and adds a new perspective regarding the underexplored role of customer-robot rapport building. The study contributes to a more holistic understanding of digital voice assistants' adoption and provides managerial guidance on how to successfully implement such technologies.