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Alexa, Can I Trust You? Exploring Consumer Paths to Trust in Smart Voice-Interaction Technologies

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  • Jonas Foehr
  • Claas Christian Germelmann

Abstract

Trust is considered a prerequisite for consumer interaction with smart voice-interaction technologies such as smart speakers, although how exactly this develops remains unclear. Adopting the Computers Are Social Actors paradigm, we investigate how users of smart technology build and maintain trust in their devices. We conduct three qualitative studies to enhance understanding of the development of consumer trust in and interaction with smart technologies. Our findings suggest that consumers follow four paths to trust in smart technology: on one path, in which consumers relate their trust to the perceived personality of the technology’s voice interface and on three nonanthropomorphism-based trust paths. Our research contributes to existing work by illustrating how consumers build trust relationships with smart technology, presenting evidence of more intimate forms of partnering as a coping strategy for managing the paradoxes of smart technology, and clarifying the transfer of trust from brand experiences to smart products.

Suggested Citation

  • Jonas Foehr & Claas Christian Germelmann, 2020. "Alexa, Can I Trust You? Exploring Consumer Paths to Trust in Smart Voice-Interaction Technologies," Journal of the Association for Consumer Research, University of Chicago Press, vol. 5(2), pages 181-205.
    • Handle: RePEc:ucp:jacres:doi:10.1086/707731
    DOI: 10.1086/707731
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    Cited by:

    1. Alicia De la Pena De Leon & Juan Bernardo Amezcua Nunez & Juana Maria Saucedo Soto & Victoria Sofia Garcia Estrada, 2021. "Alexa: I Need Some Privacy Alexa: Necesito Privacidad," Revista Global de Negocios, The Institute for Business and Finance Research, vol. 9(1), pages 83-93.
    2. Alboqami, Hassan, 2023. "Trust me, I'm an influencer! - Causal recipes for customer trust in artificial intelligence influencers in the retail industry," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    3. Christenson, Brett & Ringler, Christine & Sirianni, Nancy J., 2023. "Speaking fast and slow: How speech rate of digital assistants affects likelihood to use," Journal of Business Research, Elsevier, vol. 163(C).
    4. Silva, Emmanuel Sirimal & Bonetti, Francesca, 2021. "Digital humans in fashion: Will consumers interact?," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    5. Lim, Weng Marc & Yap, Sheau-Fen & Makkar, Marian, 2021. "Home sharing in marketing and tourism at a tipping point: What do we know, how do we know, and where should we be heading?," Journal of Business Research, Elsevier, vol. 122(C), pages 534-566.
    6. 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.
    7. Söderlund, Magnus, 2022. "Service robots with (perceived) theory of mind: An examination of humans’ reactions," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    8. Klaus, Phil & Zaichkowsky, Judith Lynne, 2022. "The convenience of shopping via voice AI: Introducing AIDM," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    9. Dan King & Sumitra Auschaitrakul & Chia-Wei Joy Lin, 2022. "Search modality effects: merely changing product search modality alters purchase intentions," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1236-1256, November.
    10. Navid Bahmani & Amit Bhatnagar & Dinesh Gauri, 2022. "Hey, Alexa! What attributes of Skills affect firm value?," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1219-1235, November.
    11. Peng Hu & Yaobin Lu & Yeming Gong, 2021. "Dual humanness and trust in conversational AI : A person-centered approach," Post-Print hal-03598766, HAL.
    12. Ernestine Dickhaut & Mahei Manhai Li & Andreas Janson & Jan Marco Leimeister, 2022. "The role of design patterns in the development and legal assessment of lawful technologies," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(4), pages 2311-2331, December.
    13. Nicola Bilstein & Christian Stummer, 2020. "Special Section: Multidisciplinary Perspectives on Challenges in Managing Smart Products and Services," Schmalenbach Business Review, Springer;Schmalenbach-Gesellschaft, vol. 72(4), pages 479-483, October.
    14. Hsu, Chin-Lung & Lin, Judy Chuan-Chuan, 2023. "Understanding the user satisfaction and loyalty of customer service chatbots," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).

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