Alexa, Can I Trust You? Exploring Consumer Paths to Trust in Smart Voice-Interaction Technologies

Foehr, Jonas; Germelmann, Claas Christian

doi:10.1086/707731

Cited by 87 publications

(75 citation statements)

References 119 publications

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“…Second, the study contributes to trust literature concerning interactions with AI‐based technology (Foehr & Germelmann, 2020; van Pinxteren et al, 2019). Specifically, results highlight the need of understanding peculiarities of the trust development process with and toward VAs, while demonstrating the prominent role of social elements; namely, social presence and social cognition, as unique antecedents for developing users' trust toward VAs (van Doorn et al, 2017).…”

Section: Discussionmentioning

confidence: 90%

Alexa, she's not human but… Unveiling the drivers of consumers' trust in voice‐based artificial intelligence

Pitardi¹,

Marriott

2021

Psychology and Marketing

230

192

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With the development of deep connections between humans and Artificial Intelligence voice‐based assistants (VAs), human and machine relationships have transformed. For relationships to work it is essential for trust to be established. Although the capabilities of VAs offer retailers and consumers enhanced opportunities, building trust with machines is inherently challenging. In this paper, we propose integrating Human–Computer Interaction Theories and Para‐Social Relationship Theory to develop insight into how trust and attitudes toward VAs are established. By adopting a mixed‐method approach, first, we quantitatively examine the proposed model using Covariance‐Based Structural Equation Modeling on 466 respondents; based on the findings of this study, a second qualitative study is employed to reveal four main themes. Findings show that while functional elements drive users' attitude toward using VAs, the social attributes, being social presence and social cognition, are the unique antecedents for developing trust. Additionally, the research illustrates a peculiar dynamic between privacy and trust and it shows how users distinguish two different sources of trustworthiness in their interactions with VAs, identifying the brand producers as the data collector. Taken together, these results reinforce the idea that individuals interact with VAs treating them as social entities and employing human social rules, thus supporting the adoption of a para‐social perspective.

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Section: Discussionmentioning

confidence: 90%

Alexa, she's not human but… Unveiling the drivers of consumers' trust in voice‐based artificial intelligence

Pitardi¹,

Marriott

2021

Psychology and Marketing

230

192

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“…Trust is considered a prerequisite for the success of home-sharing hosting. Recent research has reported the impact of anthropomorphism (i.e., the attribution of human characteristics or behavior to non-human entities) on people’s assessment of the trustworthiness of a product or service ( Foehr & Germelmann, 2020 ). Building on existing studies on trust-related antecedents that were largely focused on Airbnb, future research could test the trust-related effects of brand anthropomorphism on behavior using other platforms.…”

Section: Where Should We Be Heading?mentioning

confidence: 99%

Home sharing in marketing and tourism at a tipping point: What do we know, how do we know, and where should we be heading?

Lim

Yap

Makkar

2021

Journal of Business Research

263

259

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Highlights Home sharing is touted as the future of marketing and tourism in the sharing economy. Framework-based systematic review using the ADO and TCM frameworks is performed and state-of-the-art overview of home sharing in marketing and tourism is presented. Antecedents, decisions, and outcomes of marketing exchange in home sharing are discussed. Theories, contexts, and methods of home-sharing research in marketing and tourism are presented. Pathways for theoretical novelty, contextual relevance, and methodological rigor are outlined.

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“…While smart speakers have enjoyed rapid uptake among consumers, research has only started to investigate this technology (Hoy 2018;Smith 2020). Much of the early research has been published in the fields of computer science and human-computer interaction (Feng, Fawaz, and Shin 2017;Geeng and Roesner 2019;Lau, Zimmerman, and Schaub 2018;Luger and Sellen 2016;Malkin et al 2019;Zheng et al 2018), with only limited discussion in the social sciences (Brause and Blank 2020;Pridmore et al 2019). Recent humanmachine communication research, however, has quickly advanced our understanding of communication modalities with smart speakers and other non-embodied virtual personal assistants (Guzman 2017(Guzman , 2019.…”

Section: Introductionmentioning

confidence: 99%

“…Although the smart speaker is only one of many potential "homes" for the disembodied intelligent assistant, users frequently conflate the intelligent assistant and the device. Amazon Echo, the material smart speaker, is often thought of as being "Alexa", anthropomorphized and attributed with social presence (Foehr and Germelmann 2020;Guzman 2017).…”

Section: Introductionmentioning

confidence: 99%

Privacy and smart speakers: A multi-dimensional approach

Lutz

Newlands

2021

The Information Society

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Over the last few years, smart speakers such as Amazon Echo and Google Home have become increasingly present within British households. Yet, privacy remains a prominent concern in the public discourse about smart speakers, as well as in the nascent academic literature. We argue that privacy in the context of smart speakers is more complex than in other settings due to smart speakers' specific technological affordances and also the axial relationships between users, the device, device manufacturers, application developers, and other third parties such as moderation contractors and data brokers. With survey data from Amazon Echo and Google Home users in the UK, we explore users' privacy concerns and privacy protection behaviors related to smart speakers. We rely on a contextual understanding of privacy, assessing the prevalence of seven distinct privacy concern types as well as three privacy protection behaviors. The results indicate that concerns about third parties, such as contractors listening to smart speaker recordings, are most pronounced. Privacy protection behaviors are uncommon but partly affected by privacy concerns and motives such as social presence and utilitarian benefits. Taken together, our research paints a picture of privacy pragmatism or privacy cynicism among smart speaker users.

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Alexa, Can I Trust You? Exploring Consumer Paths to Trust in Smart Voice-Interaction Technologies

Cited by 87 publications

References 119 publications

Alexa, she's not human but… Unveiling the drivers of consumers' trust in voice‐based artificial intelligence

Alexa, she's not human but… Unveiling the drivers of consumers' trust in voice‐based artificial intelligence

Home sharing in marketing and tourism at a tipping point: What do we know, how do we know, and where should we be heading?

Privacy and smart speakers: A multi-dimensional approach

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