IDEAS home Printed from https://ideas.repec.org/a/eee/joinma/v56y2021icp41-54.html
   My bibliography  Save this article

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

Author

Listed:
  • Lucia-Palacios, Laura
  • Pérez-López, Raúl

Abstract

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.

Suggested Citation

  • Lucia-Palacios, Laura & Pérez-López, Raúl, 2021. "Effects of Home Voice Assistants' Autonomy on Instrusiveness and Usefulness: Direct, Indirect, and Moderating Effects of Interactivity," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 41-54.
    • Handle: RePEc:eee:joinma:v:56:y:2021:i:c:p:41-54
    DOI: 10.1016/j.intmar.2021.03.005
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1094996821000219
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.intmar.2021.03.005?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Gefen, David, 2000. "E-commerce: the role of familiarity and trust," Omega, Elsevier, vol. 28(6), pages 725-737, December.
    2. Verhoef, Peter C. & Stephen, Andrew T. & Kannan, P.K. & Luo, Xueming & Abhishek, Vibhanshu & Andrews, Michelle & Bart, Yakov & Datta, Hannes & Fong, Nathan & Hoffman, Donna L. & Hu, Mandy Mantian & No, 2017. "Consumer Connectivity in a Complex, Technology-enabled, and Mobile-oriented World with Smart Products," Journal of Interactive Marketing, Elsevier, vol. 40(C), pages 1-8.
    3. Deighton, John & Kornfeld, Leora, 2009. "Interactivity's Unanticipated Consequences for Marketers and Marketing," Journal of Interactive Marketing, Elsevier, vol. 23(1), pages 4-10.
    4. Zeng, Fue & Ye, Qing & Li, Jing & Yang, Zhilin, 2021. "Does self-disclosure matter? A dynamic two-stage perspective for the personalization-privacy paradox," Journal of Business Research, Elsevier, vol. 124(C), pages 667-675.
    5. Nicolas Pfeuffer & Alexander Benlian & Henner Gimpel & Oliver Hinz, 2019. "Anthropomorphic Information Systems," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 61(4), pages 523-533, August.
    6. Barwitz, Niklas & Maas, Peter, 2018. "Understanding the Omnichannel Customer Journey: Determinants of Interaction Choice," Journal of Interactive Marketing, Elsevier, vol. 43(C), pages 116-133.
    7. Thomas P. Novak & Donna L. Hoffman, 2019. "Relationship journeys in the internet of things: a new framework for understanding interactions between consumers and smart objects," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 216-237, March.
    8. Donna L Hoffman & Thomas P Novak & Eileen FischerEditor & Robert KozinetsAssociate Editor, 2018. "Consumer and Object Experience in the Internet of Things: An Assemblage Theory Approach," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(6), pages 1178-1204.
    9. Rijsdijk, S.A. & Hultink, E.J. & Diamantopoulos, A., 2007. "Product Intelligence: Its Conceptualization, Measurement and Impact on Consumer Satisfaction," ERIM Report Series Research in Management ERS-2007-006-ORG, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    10. Liu, Yuping, 2003. "Developing a Scale to Measure the Interactivity of Websites," Journal of Advertising Research, Cambridge University Press, vol. 43(2), pages 207-216, June.
    11. Chan, Kimmy Wa & Li, Stella Yiyan & Zhu, John Jianjun, 2015. "Fostering Customer Ideation in Crowdsourcing Community: The Role of Peer-to-peer and Peer-to-firm Interactions," Journal of Interactive Marketing, Elsevier, vol. 31(C), pages 42-62.
    12. Mosteller, Jill & Poddar, Amit, 2017. "To Share and Protect: Using Regulatory Focus Theory to Examine the Privacy Paradox of Consumers' Social Media Engagement and Online Privacy Protection Behaviors," Journal of Interactive Marketing, Elsevier, vol. 39(C), pages 27-38.
    13. Kim, Juran & Spielmann, Nathalie & McMillan, Sally J., 2012. "Experience effects on interactivity: Functions, processes, and perceptions," Journal of Business Research, Elsevier, vol. 65(11), pages 1543-1550.
    14. Zied Mani & Inès Chouk, 2019. "Impact of privacy concerns on resistance to smart services: does the ‘Big Brother effect’ matter?," Post-Print hal-03217977, HAL.
    15. Inès Chouk & Zied Mani, 2017. "Drivers of consumers’ resistance to smart products," Post-Print hal-02980400, HAL.
    16. Krafft, Manfred & Arden, Christine M. & Verhoef, Peter C., 2017. "Permission Marketing and Privacy Concerns — Why Do Customers (Not) Grant Permissions?," Journal of Interactive Marketing, Elsevier, vol. 39(C), pages 39-54.
    17. Yuan Sun & Shuyue Fang & Yujong Hwang, 2019. "Investigating Privacy and Information Disclosure Behavior in Social Electronic Commerce," Sustainability, MDPI, vol. 11(12), pages 1-27, June.
    18. To, Chester Kin-man & Yee, Rachel W.Y. & Mok, P.Y. & Chau, K.P. & Wong, Man Chong & Cheung, N.M., 2018. "Collaboration reasoning or social heuristics? Value proposition validity in omnium-gatherum business models," Journal of Business Research, Elsevier, vol. 88(C), pages 550-559.
    19. Holtrop, Niels & Wieringa, Jaap E. & Gijsenberg, Maarten J. & Verhoef, Peter C., 2017. "No future without the past? Predicting churn in the face of customer privacy," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 154-172.
    20. Plangger, Kirk & Montecchi, Matteo, 2020. "Thinking Beyond Privacy Calculus: Investigating Reactions to Customer Surveillance," Journal of Interactive Marketing, Elsevier, vol. 50(C), pages 32-44.
    21. Pankaj Aggarwal & Ann L. McGill, 2007. "Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(4), pages 468-479, June.
    22. Ghazal, Mohammed & Akmal, Muhammad & Iyanna, Shilpa & Ghoudi, Kilani, 2016. "Smart plugs: Perceived usefulness and satisfaction: Evidence from United Arab Emirates," Renewable and Sustainable Energy Reviews, Elsevier, vol. 55(C), pages 1248-1259.
    23. Naresh K. Malhotra & Sung S. Kim & James Agarwal, 2004. "Internet Users' Information Privacy Concerns (IUIPC): The Construct, the Scale, and a Causal Model," Information Systems Research, INFORMS, vol. 15(4), pages 336-355, December.
    24. Roy, Sanjit Kumar & Balaji, M S & Sadeque, Saalem & Nguyen, Bang & Melewar, T C, 2017. "Constituents and consequences of smart customer experience in retailing," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 257-270.
    25. Jatinder Singh & Oriol Iglesias & Joan Batista-Foguet, 2012. "Does Having an Ethical Brand Matter? The Influence of Consumer Perceived Ethicality on Trust, Affect and Loyalty," Journal of Business Ethics, Springer, vol. 111(4), pages 541-549, December.
    26. Yim, Mark Yi-Cheon & Park, Sun-Young, 2019. "“I am not satisfied with my body, so I like augmented reality (AR)”," Journal of Business Research, Elsevier, vol. 100(C), pages 581-589.
    27. Barry L. Bayus, 2013. "Crowdsourcing New Product Ideas over Time: An Analysis of the Dell IdeaStorm Community," Management Science, INFORMS, vol. 59(1), pages 226-244, June.
    28. Mollen, Anne & Wilson, Hugh, 2010. "Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives," Journal of Business Research, Elsevier, vol. 63(9-10), pages 919-925, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Kang, Weiyao & Shao, Bingjia, 2023. "The impact of voice assistants’ intelligent attributes on consumer well-being: Findings from PLS-SEM and fsQCA," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    2. Guo, Wenshan & Luo, Qiangqiang, 2023. "Investigating the impact of intelligent personal assistants on the purchase intentions of Generation Z consumers: The moderating role of brand credibility," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    3. Sestino, Andrea & Peluso, Alessandro M. & Amatulli, Cesare & Guido, Gianluigi, 2022. "Let me drive you! The effect of change seeking and behavioral control in the Artificial Intelligence-based self-driving cars," Technology in Society, Elsevier, vol. 70(C).
    4. Kautish, Pradeep & Purohit, Sonal & Filieri, Raffaele & Dwivedi, Yogesh K., 2023. "Examining the role of consumer motivations to use voice assistants for fashion shopping: The mediating role of awe experience and eWOM," Technological Forecasting and Social Change, Elsevier, vol. 190(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kang, Weiyao & Shao, Bingjia, 2023. "The impact of voice assistants’ intelligent attributes on consumer well-being: Findings from PLS-SEM and fsQCA," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    2. Rokonuzzaman, Md & Kim, Kyoungmi (Kate) & Dugar, Kranti Kumar & Fox, Jennine, 2022. "What makes an object smart? Conceptualization, development, and validation of a scale to measure the Smartness of a Thing (SoT)," Journal of Business Research, Elsevier, vol. 141(C), pages 337-354.
    3. Ertugrul Uysal & Sascha Alavi & Valéry Bezençon, 2022. "Trojan horse or useful helper? A relationship perspective on artificial intelligence assistants with humanlike features," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1153-1175, November.
    4. Attié, Elodie & Meyer-Waarden, Lars, 2022. "The acceptance and usage of smart connected objects according to adoption stages: an enhanced technology acceptance model integrating the diffusion of innovation, uses and gratification and privacy ca," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    5. Plangger, Kirk & Montecchi, Matteo, 2020. "Thinking Beyond Privacy Calculus: Investigating Reactions to Customer Surveillance," Journal of Interactive Marketing, Elsevier, vol. 50(C), pages 32-44.
    6. Henkens, Bieke & Verleye, Katrien & Larivière, Bart, 2021. "The smarter, the better?! Customer well-being, engagement, and perceptions in smart service systems," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 425-447.
    7. Xie, Yi & Chen, Ke & Guo, Xiaoling, 2020. "Online anthropomorphism and consumers’ privacy concern: Moderating roles of need for interaction and social exclusion," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    8. Shi, Xiaoxiao & Evans, Richard & Shan, Wei, 2022. "Solver engagement in online crowdsourcing communities: The roles of perceived interactivity, relationship quality and psychological ownership," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    9. Delgosha, Mohammad Soltani & Hajiheydari, Nastaran & Talafidaryani, Mojtaba, 2022. "Discovering IoT implications in business and management: A computational thematic analysis," Technovation, Elsevier, vol. 118(C).
    10. László SEER, 2020. "Toward A Threshold Model Of Consumer Autonomy For Human-Smart System Interactions: A Qualitative Study," Network Intelligence Studies, Romanian Foundation for Business Intelligence, Editorial Department, issue 15, pages 57-69, June.
    11. Thomas P. Novak & Donna L. Hoffman, 2019. "Relationship journeys in the internet of things: a new framework for understanding interactions between consumers and smart objects," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 216-237, March.
    12. Yi Sun & Shihui Li & Lingling Yu, 2022. "The dark sides of AI personal assistant: effects of service failure on user continuance intention," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(1), pages 17-39, March.
    13. Pallant, Jason I. & Pallant, Jessica L. & Sands, Sean J. & Ferraro, Carla R. & Afifi, Eslam, 2022. "When and how consumers are willing to exchange data with retailers: An exploratory segmentation," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    14. Whang, Jeong Bin & Song, Ji Hee & Choi, Boreum & Lee, Jong-Ho, 2021. "The effect of Augmented Reality on purchase intention of beauty products: The roles of consumers’ control," Journal of Business Research, Elsevier, vol. 133(C), pages 275-284.
    15. Yunji Moon & Deborah J. Armstrong, 2020. "Service quality factors affecting customer attitudes in online-to-offline commerce," Information Systems and e-Business Management, Springer, vol. 18(1), pages 1-34, March.
    16. Liu, Yu-li & Yan, Wenjia & Hu, Bo, 2021. "Resistance to facial recognition payment in China: The influence of privacy-related factors," Telecommunications Policy, Elsevier, vol. 45(5).
    17. Lane Peterson Fronczek & Martin Mende & Maura L. Scott & Gergana Y. Nenkov & Anders Gustafsson, 2023. "Friend or foe? Can anthropomorphizing self-tracking devices backfire on marketers and consumers?," Journal of the Academy of Marketing Science, Springer, vol. 51(5), pages 1075-1097, September.
    18. Paolo Franco, 2023. "Older consumers and technology: A critical systematic literature review," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 92-121, June.
    19. Fehrenbach, David & Herrando, Carolina, 2021. "The effect of customer-perceived value when paying for a product with personal data: A real-life experimental study," Journal of Business Research, Elsevier, vol. 137(C), pages 222-232.
    20. Spielmann, Nathalie & Mantonakis, Antonia, 2018. "In virtuo: How user-driven interactivity in virtual tours leads to attitude change," Journal of Business Research, Elsevier, vol. 88(C), pages 255-264.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joinma:v:56:y:2021:i:c:p:41-54. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-interactive-marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.