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Interactive voice assistants – Does brand credibility assuage privacy risks?

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  • Jain, Shilpi
  • Basu, Sriparna
  • Dwivedi, Yogesh K
  • Kaur, Sumeet

Abstract

Artificial intelligence-enabled conversational user interfaces, commonly known as voice assistants, are increasingly being used by individuals in their day-to-day lives to fulfill diverse needs (e.g. utility, hedonic, and social). However, the homeostatic (steadily present) attraction of the voice assistants is offset by the privacy risk concerns these devices present to users. Despite the growing literature on the adoption and usage of voice assistants, little has been said on whether brand credibility plays a mitigating role in assuaging the perception of privacy risk. This study combines both empirical and qualitative methods to shed light on the relationship between individuals’ perception of the overall value of voice assistants and their behavioral intention towards continued usage of voice assistants. A key study finding is that brand credibility significantly moderates the relationship between VA features and the overall perceived value of VAs – higher brand credibility reduces users’ perception of privacy risks.

Suggested Citation

  • Jain, Shilpi & Basu, Sriparna & Dwivedi, Yogesh K & Kaur, Sumeet, 2022. "Interactive voice assistants – Does brand credibility assuage privacy risks?," Journal of Business Research, Elsevier, vol. 139(C), pages 701-717.
    • Handle: RePEc:eee:jbrese:v:139:y:2022:i:c:p:701-717
    DOI: 10.1016/j.jbusres.2021.10.007
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    4. Aw, Eugene Cheng-Xi & Tan, Garry Wei-Han & Cham, Tat-Huei & Raman, Ramakrishnan & Ooi, Keng-Boon, 2022. "Alexa, what's on my shopping list? Transforming customer experience with digital voice assistants," Technological Forecasting and Social Change, Elsevier, vol. 180(C).
    5. Denis Dennehy & Anastasia Griva & Nancy Pouloudi & Yogesh K. Dwivedi & Matti Mäntymäki & Ilias O. Pappas, 2023. "Artificial Intelligence (AI) and Information Systems: Perspectives to Responsible AI," Information Systems Frontiers, Springer, vol. 25(1), pages 1-7, February.
    6. Maduku, Daniel K. & Mpinganjira, Mercy & Rana, Nripendra P. & Thusi, Philile & Ledikwe, Aobakwe & Mkhize, Njabulo Happy-boy, 2023. "Assessing customer passion, commitment, and word-of-mouth intentions in digital assistant usage: The moderating role of technology anxiety," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    7. 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).
    8. Maroufkhani, Parisa & Asadi, Shahla & Ghobakhloo, Morteza & Jannesari, Milad T. & Ismail, Wan Khairuzaman Wan, 2022. "How do interactive voice assistants build brands' loyalty?," Technological Forecasting and Social Change, Elsevier, vol. 183(C).
    9. 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).

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