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Contribution Details
| Type | Conference Presentation |
| Scope | Discipline-based scholarship |
| Title | The role of trusting beliefs in voice assistants during voice shopping |
| Organization Unit | |
| Authors |
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| Presentation Type | paper |
| Item Subtype | Original Work |
| Refereed | No |
| Status | Published in final form |
| Language |
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| Page Range | 1 - 10 |
| Event Title | Hawaii International Conference on System Sciences (HICSS) |
| Event Type | conference |
| Event Location | Hawaii |
| Event Start Date | January 4 - 2021 |
| Event End Date | January 8 - 2021 |
| Abstract Text | AI-based voice assistants such as Amazon Alexa deliver personalized product recommendations in order to match consumers' needs. The use of voice assistants for shopping purposes incorporates elements of risk affecting when and how they are considered trusted relationship partners. In this uncertain environment, it is unclear 'when' voice assistants are capable of gaining trust and 'how' the development of such a trusted relationship affects decisions. This research explores the effect of trusting beliefs towards voice assistants on decision satisfaction through the indirect effect of consideration set size (n. of options), in the context of voice shopping. Findings of an individual-session online experiment (N=180) show a positive direct effect of trust on customer's satisfaction and a mediating role of set size, confirming consumers' bias towards default choices. This study highlights the consequences of trust in AI-enabled voice assistants for decision-making during utilitarian purchases. |
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