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Consumer engagement with AI-powered voice assistants: a behavioral reasoning perspective

Acikgoz, F., Perez Vega, R., Okumus, F. and Sylos, N. (2023) Consumer engagement with AI-powered voice assistants: a behavioral reasoning perspective. Psychology & Marketing, 40 (11). pp. 2226-2243. ISSN 1520-6793

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To link to this item DOI: 10.1002/mar.21873


This study draws upon Behavioral Reasoning Theory and the Technology Acceptance Model to investigate consumer engagement with AI-powered voice-assistant devices. The study creates a theoretical model to examine the effects of reasons-for and reasons-against using voice-assistants. This research exemplifies attitudes towards using voice assistants and willingness to provide personal information as key constructs. The current study tests data from 491 voice-assistant users via mTurk, and a multi-method analysis scheme includes the Partial Least Squares (PLS-SEM) technique, and fuzzy set qualitative comparative analysis (FsQCA) approach to provide an assessment of the proposed model. Findings indicate that while privacy cynicism has a negative impact upon the attitude towards using voice-assistants, the countervailing values of trust, perceived usefulness, and ease-of-use have off-setting positive impact. The study also highlights the moderating role of habit on the behavioral mechanisms driving consumer engagement via willingness to provide privacy information. This research advances the emerging literature on voice-assistants with respect to privacy-related factors driving consumer engagement.

Item Type:Article
Divisions:Henley Business School > Marketing and Reputation
ID Code:112652
Uncontrolled Keywords:Voice Assistants; Behavioral Reasoning Theory; Technology Acceptance Model; Artificial Intelligence; Trust; Privacy Cynicism; Engagement


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