Consumer trust and perceived risk for voice-controlled artificial intelligence: The case of Siri
Consumer trust and perceived risk for voice-controlled artificial intelligence: The case of Siri
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DOI：
10.1016/j.jbusres.2020.12.012
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发表时间：
2021-05-14
影响因子：
11.3
通讯作者：
Rahman, Mizan
中科院分区：
文献类型：
--
作者：
Hasan, Rajibul;Shams, Riad;Rahman, Mizan
人工智能（AI）有可能改变消费者的行为。然而，尽管有数十亿消费者使用移动的智能手机，但像Siri这样的（人工）智能语音助手的采用率相对较低。构建了一个概念模型，以确定消费者信任、互动、感知风险和新奇价值对人工智能支持设备品牌忠诚度的影响。使用MTurk平台，从675名使用Apple iPhone的受访者中收集了数据。研究结果显示，知觉风险对品牌忠诚有显著的负向影响，但其他因素对品牌忠诚有显著的正向影响。使用Siri的新奇价值的影响被发现是缓和的品牌参与和消费者的创新性，在这样的方式的影响是更大的消费者谁是较少参与品牌和谁是更多的创新。
Artificial intelligence (AI) has the potential to change consumer behavior. However, despite billions of consumers using mobile smart phones, adoption of (artificial) intelligent voice assistants, like Siri, is relatively low. A conceptual model was constructed to determine the influence of consumer trust, interaction, perceived risk, and novelty value on brand loyalty for AI supported devices. Using the MTurk platform, data was collected from a sample of 675 Apple iPhone-using respondents. The findings showed perceived risk seems to have a significantly negative influence on brand loyalty; however, other factors were found to have a significantly positive influence on brand loyalty. The influence of novelty value of using Siri was found to be moderated by brand involvement and consumer innovativeness in such a way the influence is greater for consumers who are less involved with the brand and who are more innovative.