Consumer Trust and Perceived Risk for Voice-Controlled Artificial Intelligence: The Case of Siri

Hasan, Rajibul, Riad, Shams and Rahman, Mizan (2021) Consumer Trust and Perceived Risk for Voice-Controlled Artificial Intelligence: The Case of Siri. Journal of Business Research, 131 . pp. 591-597. ISSN 0148-2963

Full content URL: https://doi.org/10.1016/j.jbusres.2020.12.012

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Consumer Trust and Perceived Risk for Voice-Controlled Artificial Intelligence: The Case of Siri
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Abstract

Artificial intelligence (AI) has the potential to change consumer behavior. However, despite billions of consumers using mobile smart phones, adoption of (artificial) intelligent voice assistants, like Siri, is relatively low. A conceptual model was constructed to determine the influence of consumer trust, interaction, perceived risk, and novelty value on brand loyalty for AI supported devices. Using the MTurk platform, data was collected from a sample of 675 Apple iPhone-using respondents. The findings showed perceived risk seems to have a significantly negative influence on brand loyalty; however, other factors were found to have a significantly positive influence on brand loyalty. The influence of novelty value of using Siri was found to be moderated by brand involvement and consumer innovativeness in such a way the influence is greater for consumers who are less involved with the brand and who are more innovative.

Keywords:: voice-controlled artificial intelligence, trust, risk, Siri
Subjects:N Business and Administrative studies > N500 Marketing
N Business and Administrative studies > N100 Business studies
N Business and Administrative studies > N200 Management studies
Divisions:Lincoln International Business School
ID Code:43231
Deposited On:09 Dec 2020 12:29

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