Why would consumers risk taking purchase recommendations from voice assistants?
Abstract
Purpose
This study aims to identify and explore different risk typologies associated with consumer acceptance of purchase recommendations from voice assistants (VAs).
Design/methodology/approach
Drawing on components of perceived risk, consumer trust theory, and consumption value theory, a research model was proposed and tested using structural equation modeling (SEM) with data from 482 voice shoppers.
Findings
The results reveal that, unlike risks associated with physical harm, privacy breaches, and security threats, a variety of other concerns—including financial, psychological, social, performance-related risks, time loss, and the overall perceived risks—significantly influence consumers' willingness to accept VAs purchase recommendations. The effect is mediated by trust in VA purchase recommendations and their perceived value. Different types of risk affect various consumption values, with functional value being the most influential. The model explains 58.6% of the variance in purchase recommendation acceptance and significantly elucidates the variance in all consumption values.
Originality/value
This study contributes crucial knowledge to understanding consumer decision-making processes as they increasingly leverage AI-powered voice-based dialogue platforms for online purchasing. It emphasizes recognizing diverse risk typologies associated with VA purchase recommendations and their impact on consumer purchase behavior. The findings offer insights for marketing managers seeking to navigate the challenges posed by consumers' perceived risks while leveraging VAs as an integral component of modern shopping environments.
Keywords
Acknowledgements
We extend our sincere gratitude to the handling editor and reviewers for their valuable time, insightful feedback, and diligent efforts in evaluating our manuscript, which significantly contributed to the enhancement of our work.
Citation
Bawack, R.E., Bonhoure, E. and Mallek, S. (2024), "Why would consumers risk taking purchase recommendations from voice assistants?", Information Technology & People, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/ITP-01-2023-0001
Publisher
:Emerald Publishing Limited
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