Artificial intelligence in voice assistants: User benefits explored

Minseong Kim, Jihye Kim

Research output: Contribution to journalArticlepeer-review

2 Scopus citations

Abstract

This study demonstrates that consumers' perceptions of voice assistant device (VAD) elements promote psychological ownership and interface flow experience, resulting in satisfaction with, and loyalty toward VADs. To that end, this study collected VAD users in the United States and conducted structural equation modeling to empirically examine the relationships among the variables. The empirical findings indicated that perceived artificiality and intelligence had significant influences on psychological ownership and flow experience. In addition, the empirical results demonstrated that psychological ownership resulted in flow experience with VADs, significantly affecting customer satisfaction and loyalty toward VADs. Finally, customer satisfaction had a significant impact on loyalty. Based on the empirical findings, this study provided meaningful implications for marketing scholars and practitioners.

Original languageEnglish
Article numbere13019
JournalInternational Journal of Consumer Studies
Volume48
Issue number2
DOIs
StatePublished - Mar 2024

Bibliographical note

Publisher Copyright:
© 2024 John Wiley & Sons Ltd.

Keywords

  • artificial intelligence
  • flow experience
  • psychological ownership
  • technology
  • voice assistant device

ASJC Scopus subject areas

  • Applied Psychology
  • Economics and Econometrics
  • Public Health, Environmental and Occupational Health
  • Marketing

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