Abstract or concrete? The effects of language style and service context on continuous usage intention for AI voice assistants

被引:10
作者
Lan, Hai [1 ]
Tang, Xiaofei [1 ]
Ye, Yong [1 ]
Zhang, Huiqin [2 ]
机构
[1] Southwestern Univ Finance & Econ, Sch Business Adm, Chengdu, Peoples R China
[2] Chengdu Univ Technol, Coll Management Sci, Chengdu, Peoples R China
来源
HUMANITIES & SOCIAL SCIENCES COMMUNICATIONS | 2024年 / 11卷 / 01期
关键词
CONSTRUAL-LEVEL; PSYCHOLOGICAL DISTANCE; SOCIAL COGNITION; BRAND ENGAGEMENT; I HELP; FLUENCY; DIMENSIONS; WARMTH; ALEXA; SATISFACTION;
D O I
10.1057/s41599-024-02600-w
中图分类号
C [社会科学总论];
学科分类号
03 ; 0303 ;
摘要
The unprecedented growth in voice assistants (VAs) provided with artificial intelligence (AI) challenges managers aiming to harness various new technologies to enhance the competitiveness of their products. This article thus investigates how VAs can more effectively improve the user experience by focusing on the attributes of service contexts, matching a utilitarian-dominant (hedonic-dominant) context with concrete (abstract) language in VA-human interactions. Through such matching, VA companies can potentially create a beneficial congruity effect, leading to more favorable evaluations. The results of three studies therefore suggest that users prefer VAs with abstract language in a hedonic-dominant service context, but that VAs with concrete language are more competitive in a utilitarian-dominant service context. Furthermore, the perception of processing fluency mediates this effect. Accordingly, these findings provide a better understanding of AI-human interactions and open a straightforward path for managers or technology providers to enhance users' continuous usage intention.
引用
收藏
页数:13
相关论文
共 84 条
[1]  
Adrianna N, 2022, Amazon Alexa Deemed 'Colossal Failure' Following $10 Billion Loss
[2]   Monkey Says, Monkey Does: Security and Privacy on Voice Assistants [J].
Alepis, Efthimios ;
Patsakis, Constantinos .
IEEE ACCESS, 2017, 5 :17841-17851
[3]   Comparative Price and the Design of Effective Product Communications [J].
Allard, Thomas ;
Griffin, Dale .
JOURNAL OF MARKETING, 2017, 81 (05) :16-29
[4]   Effects of fluency on psychological distance and mental construal (or why New York is a large city, but New York is a civilized jungle) [J].
Alter, Adam L. ;
Oppenheimer, Daniel M. .
PSYCHOLOGICAL SCIENCE, 2008, 19 (02) :161-167
[5]  
Batra R., 1991, Marketing Letters, V2, P159, DOI [10.1007/bf00436035, DOI 10.1007/BF00436035, 10.1007/BF00436035]
[6]   How Do Observers React to Companies' Humorous Responses to Online Public Complaints? [J].
Beal, Mathieu ;
Gregoire, Yany .
JOURNAL OF SERVICE RESEARCH, 2022, 25 (02) :242-259
[7]   Two-stage decisions increase preference for hedonic options [J].
Bhargave, Rajesh ;
Chakravarti, Amitav ;
Guha, Abhijit .
ORGANIZATIONAL BEHAVIOR AND HUMAN DECISION PROCESSES, 2015, 130 :123-135
[8]   Understanding information systems continuance: An expectation-confirmation model [J].
Bhattacherjee, A .
MIS QUARTERLY, 2001, 25 (03) :351-370
[9]   The Locus of Choice: Personal Causality and Satisfaction with Hedonic and Utilitarian Decisions [J].
Botti, Simona ;
McGill, Ann L. .
JOURNAL OF CONSUMER RESEARCH, 2011, 37 (06) :1065-1078
[10]   Understanding, explaining, and utilizing medical artificial intelligence [J].
Cadario, Romain ;
Longoni, Chiara ;
Morewedge, Carey K. .
NATURE HUMAN BEHAVIOUR, 2021, 5 (12) :1636-+