“I would rather receive a recommendation from a voice assistant than a salesperson!”: consumer responses to interactions with artificial intelligence.
(R2024-122654)

AUTHORS

Simoni Rohden, NOVA Information Management School (NOVA IMS); Júlia Lopes, NOVA Information Management School; Lelis Espartel, IADE - Universidade Europeia

ABSTRACT

Voice assistants play a pivotal role in aiding users across various tasks, including shopping decisions. Despite the relevance of these devices, understanding the variances in consumer responses to product recommendations from voice assistants versus salespeople remains limited. Two experimental studies reveal that consumers exhibit greater intentions to use the technology and purchase recommended items when suggestions come from voice assistants. This is especially true for utilitarian choices, with no differences in purchase intentions for hedonic shopping decisions. Perceived credibility and usefulness of information are mechanisms that help to explain these effects.