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Why people use virtual assistants: Understanding engagement with Alexa

Author

Listed:
  • Jones, Valerie K.

    (University of Nebraska-Lincoln, USA)

Abstract

This study explores how and why early adopters use voice-powered artificial intelligence (AI) assistants and integrate them into their lives. These assistants are examined as personalisable, highly interactive media capable of building a two-way relationship with users. Using the framework of uses and gratifications theory and the Calder–Malthouse set of experiences, this study analyses what value engagement with virtual assistants provides consumers, what the meaning of the experiences are and what contextual factors influence those ongoing interactions. Insights from in-depth interviews reveal three overarching types of experiences with Alexa: removing friction, enabling personalisation and extending self and enriching life. These experiences comprise two types of goals satisfied through interaction with Alexa: Those that related to ‘Helping do’ — focusing on functional elements or tasks that Alexa performed — and those that related to ‘Helping become’ — focusing on enabling users to become better versions of themselves. This is the first qualitative study globally to explore the meaning of interacting with AI assistants, and establishes a much-needed foundation of consumer understanding, rooted in the words and perspectives of the audience themselves, on which to build future research. Recommendations for helping organisations identify opportunities for building their brands through voice-powered AI are discussed.

Suggested Citation

  • Jones, Valerie K., 2022. "Why people use virtual assistants: Understanding engagement with Alexa," Journal of Brand Strategy, Henry Stewart Publications, vol. 11(1), pages 80-101, June.
    • Handle: RePEc:aza:jbs000:y:2022:v:11:i:1:p:80-101
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    Citations

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    Cited by:

    1. Badghish, Saeed & Shaik, Aqueeb Sohail & Sahore, Nidhi & Srivastava, Shalini & Masood, Ayesha, 2024. "Can transactional use of AI-controlled voice assistants for service delivery pickup pace in the near future? A social learning theory (SLT) perspective," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    2. Agarwal, Reeti & Mehrotra, Ankit & Pant, Manoj Kumar & Alzeiby, Ebtesam Abdullah & Vishnoi, Sushant Kumar, 2024. "Digital photo hoarding in online retail context. An in-depth qualitative investigation of retail consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

    More about this item

    Keywords

    virtual assistant; voice assistant; smart speaker; artificial intelligence; uses and gratifications;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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