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Humanizing voice assistant: The impact of voice assistant personality on consumers’ attitudes and behaviors

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  • Poushneh, Atieh

Abstract

A voice assistant (VA), a type of voice-enabled artificial intelligence, is no longer just a character in science fiction movies. Currently, voice is embedded in a variety of products such as smartphones (mobile applications) and smart speakers in consumers' homes. Furthermore, voice assistants are becoming integral to our daily lives. While human personalities shape the way we interact with the world, voice assistant personalities can also impact everyday interactions with our environment. This study identifies seven voice assistant personality traits (VAP) of three commonly used mobile applications: Microsoft's Cortana, Google's Assistant, and Amazon's Alexa. To examine the effect of VAP on consumer experience, this study applies and extends flow theory to uncover why VAP has the effects it has and what facets of VAP drive the voice interaction flow experience that can influence consumers' attitudes and behavioral intentions. Our study shows that voice interaction with a VA that incorporates functional intelligence, sincerity, and creativity empowers consumers to take control of their voice interactions with the VA, focus on their voice interaction, and engage in exploratory behavior. Consumers' exploratory behavior leads to consumer satisfaction and consumers' willingness to continue using voice assistant.

Suggested Citation

  • Poushneh, Atieh, 2021. "Humanizing voice assistant: The impact of voice assistant personality on consumers’ attitudes and behaviors," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    • Handle: RePEc:eee:joreco:v:58:y:2021:i:c:s0969698920312911
    DOI: 10.1016/j.jretconser.2020.102283
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