Why do people avoid and postpone the use of voice assistants for transactional purposes? A perspective from decision avoidance theory
Why do people avoid and postpone the use of voice assistants for transactional purposes? A perspective from decision avoidance theory
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DOI：
10.1016/j.jbusres.2022.03.045
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发表时间：
2022-07
影响因子：
11.3
通讯作者：
Suresh Malodia;Puneet Kaur;P. Ractham;Mototaka Sakashita;A. Dhir
中科院分区：
文献类型：
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作者：
Suresh Malodia;Puneet Kaur;P. Ractham;Mototaka Sakashita;A. Dhir
消费者越来越多地采用支持人工智能（AI）的语音助理（VA）用于交易和非交易用途，这是由于这些设备的固有功能，例如它们的易用性和便利性。尽管近年来VA被广泛采用，但消费者仍然避免将VA用于交易目的。目前，我们有一个有限的了解的各种前因和后果的消费者决策回避的背景下VA。本研究以决策回避理论为理论透镜，采用融合的混合方法，对消费者决策回避（即消费者惯性和拖延）的前因（即认知偏差和助推）和后果（即拒绝交易目的的增值服务和有意采用交易目的的增值服务）进行了研究。研究结果表明，认知偏见与消费者惰性、拖延和拒绝呈正相关。虽然轻推与拖延和意图呈正相关，但它与拒绝呈负相关。消费者惰性与拒绝正相关，与意图负相关。同时，拖延与意图呈正相关，与拒绝呈负相关。技术舒适度对认知偏差和意图之间的关联有显著的调节（负面）影响。
Consumers increasingly adopt artificial intelligence (AI) enabled voice assistants (VAs) for transactional and non-transactional uses due to these devices’ inherent affordances, such as their ease of use and convenience. Despite the widespread adoption of VAs in recent times, consumers continue to avoid using VAs for transactional purposes. Currently, we have a limited understanding of the various antecedents and consequences of consumer decision avoidance in the context of VAs. This study aims to bridge this gap by adopting the decision avoidance theory as a theoretical lens and a convergent mixed-methods approach to identify the antecedents (i.e. cognitive biases and nudging) and consequences (i.e. rejection of VAs for transactional purposes and intention to adopt VAs for transactional purposes) of consumer decision avoidance (i.e. consumer inertia and procrastination). The study findings suggest a positive association of cognitive biases with consumer inertia, procrastination and rejection. While nudging is positively associated with procrastination and intentions, it shares a negative association with rejection. Consumer inertia is positively associated with rejection and negatively associated with intentions. Meanwhile, procrastination shares a positive association with intention and a negative association with rejection. Technology comfort has a significant moderating (negative) influence on the association between cognitive biases and intentions.