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Shopping with Voice Assistants: How Empathy Affects Individual and Family Decision-Making Outcomes

Author

Listed:
  • Alex Mari

    (Department of Business Administration, University of Zurich)

  • Andreina Mandelli

    (SDA Bocconi School of Management, Bocconi University, Milano)

  • René Algesheimer

    (Department of Business Administration, University of Zurich)

Abstract

Artificial intelligence (AI)-enabled voice assistants (VAs) such as Amazon Alexa increasingly assist shopping decisions and exhibit empathic behavior. The advancement of empathic AI raises concerns about machines nudging consumers into purchasing undesired or unnecessary products. Yet, it is unclear how the machine’s empathic behavior affects consumer responses and decision-making outcomes during voice-enabled shopping. This article draws from the service robot acceptance model (sRAM) and social response theory (SRT) and presents an individual-session experiment where families (vs. individuals) complete actual shopping tasks using an ad-hoc Alexa app featuring high (vs. standard) empathic capabilities. We apply the experimental conditions as moderators to the structural model, bridging selected functional, social-emotional, and relational variables. Our framework collocates affective empathy, explicates the bases of consumers’ beliefs, and predicts behavioral outcomes. Findings demonstrate (i) an increase in consumers’ perceptions, beliefs, and adoption intentions with empathic Alexa, (ii) a positive response to empathic Alexa holding constant in family settings, and (iii) an interaction effect only on the functional model dimensions whereby families show greater responses to empathic Alexa while individuals to standard Alexa.

Suggested Citation

  • Alex Mari & Andreina Mandelli & René Algesheimer, 2023. "Shopping with Voice Assistants: How Empathy Affects Individual and Family Decision-Making Outcomes," Working Papers 399, University of Zurich, Department of Business Administration (IBW).
    • Handle: RePEc:zrh:wpaper:399
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    References listed on IDEAS

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    More about this item

    Keywords

    Voice assistant; Voice commerce; Empathy; Shopping behavior; Service robot acceptance model; Social response theory; Voice app;
    All these keywords.

    JEL classification:

    • E24 - Macroeconomics and Monetary Economics - - Consumption, Saving, Production, Employment, and Investment - - - Employment; Unemployment; Wages; Intergenerational Income Distribution; Aggregate Human Capital; Aggregate Labor Productivity
    • J01 - Labor and Demographic Economics - - General - - - Labor Economics: General
    • J21 - Labor and Demographic Economics - - Demand and Supply of Labor - - - Labor Force and Employment, Size, and Structure
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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