Artificial Intelligent (AI) In-home Voice Assistants have seen unprecedented growth. However, we have little understanding on the factors motivating individuals to use such devices. Given the unique characteristics of the technology, in the main hands free, controlled by voice, and the presentation of a voice user interface, the current technology adoption models are not comprehensive enough to explain the adoption of this new technology. Focusing on voice interactions, this research combines the theoretical foundations of U> with technology theories to gain a clearer understanding on the motivations for adopting and using in-home voice assistants. This research presents a conceptual model on the use of voice controlled technology and an empirical validation of the model through the use of Structural Equation Modelling with a sample of 724 in-home voice assistant users. The findings illustrate that individuals are motivated by the (1) utilitarian benefits, (2) symbolic benefits and ( 3) social benefits provided by voice assistants, the results found that hedonic benefits only motivate the use of in-home voice assistants in smaller households. Additionally, the research establishes a moderating role of perceived privacy risks in dampening and negatively influencing the use of in-home voice assistants.

This paper furthers our understanding of customer brand engagement through augmented reality (AR) features on retailers' mobile applications. Due to the ubiquitous smartphone device, augmented reality has emerged as a new technology available to retailers to engage with customers. While AR in consumer markets is in its infancy, some innovative retailers have implemented AR technology within their mobile application. Through a web-based survey of 441 consumers, the research establishes the variables influencing brand engagement through retailers' mobile apps and the consequent outcomes of AR related brand engagement. The research introduces a new set of augmented reality attributes, namely, AR novelty, AR interactivity and AR vividness and establishes their influence on technology acceptance attributes of perceived ease of use, usefulness, enjoyment and subjective norms. Positive perceptions of the AR attributes and technology acceptance attributes positively influence brand engagement through the retailer's AR mobile application. The findings also indicate that AR enabled brand engagement results in increased satisfaction with the app experience and future brand usage intent. The research provides retailers important practical implications on the use of AR technology.

This paper examines the customer experience in relation to retailers' m-commerce mobile applications. The research aims to understand the variables capable of influencing the customer experience during use of retailers' m-commerce mobile applications, resulting in the development of a Mobile Application Customer Experience Model (MACE). Through the use of structural equation modelling on a sample of 1,024 consumers, the findings of the research highlight the importance of utilitarian factors in driving an effective customer experience. In contrast to the e-commerce environment with regard to flow theory, this research highlights that customers are conscious of the length of time spent completing an activity on an m-commerce mobile application, thus should customers perceive to spend longer than necessary using the application, it will result in a negative customer experience. Additionally, the findings illustrate that gender and smartphone screen-size play a moderating role on the customer experience. The findings provide key managerial implications for retailers on how to provide an excellent customer experience through mobile applications as a service delivery channel.

The increasing use of social media has changed how firms engage their brands with consumers in recent times. This triggered a need for this research to further our understanding of the influence of social presence on social brand engagement (SBE) and the moderating effects of firm-generated content and consumer commitment. Employing a quantitative survey design, 738 consumers with prior experience in following or engaging with brands on social media were randomly interviewed using an online questionnaire. While social presence positively influence social brand engagement, this relationship is significantly moderated by firmgenerated content and the consumers' level of commitment in engaging with the brand. The findings also indicate that SBE encourages consumers to increase their intention to use the brand as well as engage in electronic word of mouth. Further, this study provides insights into the potential role of SBE and social presence in advancing the broader understanding of brand relationship management, brand engagement and social media research. Our conceptualisation of SBE suggests a need for managers to adopt creative strategies that will arouse consumers' interest and attention to participate in such interactions.

This paper provides an empirical perspective into the antecedents and outcomes of consumer attitudes towards retailers' mobile commerce (m-commerce) applications (apps). A longitudinal perspective was obtained from 474 consumers over a period of 12 months. The research examines the variables influencing consumer attitudes and behaviours during the initial adoption phase (1 month) of a retailer's m-commerce app compared to the usage phase (12 months) of the app. Previous research primarily outlines some of the determinants of mobile app adoption; moving beyond this, through a direct comparison with the same set of consumers at each phase of the research the results illustrate significant differences between the variables influencing consumer attitudes towards the m-commerce app at the initial adoption phase compared to the usage phase. Additionally, the results assert that, over time (following the usage phase), positive attitudes towards the app results in increased purchase frequency through the app, positive attitudes and loyalty towards the brand. The results further reveal the influence of smartphone screen size on consumer attitudes and behaviours.

Through undertaking a longitudinal study with 474 consumers over a 12-month period and conducting structural equation modelling, this research provides insight on the determinants and outcomes of consumer engagement with a retailer's m-commerce application. Critical outcomes of positive attitudes towards the brand and loyalty towards the brand derive from consumer engagement with a retailer's m-commerce app. Drawing upon the TAM, TTF and SDT, the research established perceived ease of use, perceived usefulness, convenience and enjoyment influencing engagement with an m-commerce application, while customisation of the app has an enhancing influence on engagement. The findings assert that utilitarian variables of perceived ease of use, perceived usefulness and convenience become even more influential on engagement with a retailer's m-commerce application following continued retention, while enjoyment becomes less important. However, the research finds that the location of use has an effect on the variables influencing engagement with an m-commerce application.

No abstract

Examining satisfaction with the experience during a live chat service encounterimplications for website providers.