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Consumer trust and perceived risk for voice-controlled artificial intelligence: The case of Siri

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  • Hasan, Rajibul
  • Shams, Riad
  • Rahman, Mizan

Abstract

Artificial intelligence (AI) has the potential to change consumer behavior. However, despite billions of consumers using mobile smart phones, adoption of (artificial) intelligent voice assistants, like Siri, is relatively low. A conceptual model was constructed to determine the influence of consumer trust, interaction, perceived risk, and novelty value on brand loyalty for AI supported devices. Using the MTurk platform, data was collected from a sample of 675 Apple iPhone-using respondents. The findings showed perceived risk seems to have a significantly negative influence on brand loyalty; however, other factors were found to have a significantly positive influence on brand loyalty. The influence of novelty value of using Siri was found to be moderated by brand involvement and consumer innovativeness in such a way the influence is greater for consumers who are less involved with the brand and who are more innovative.

Suggested Citation

  • Hasan, Rajibul & Shams, Riad & Rahman, Mizan, 2021. "Consumer trust and perceived risk for voice-controlled artificial intelligence: The case of Siri," Journal of Business Research, Elsevier, vol. 131(C), pages 591-597.
    • Handle: RePEc:eee:jbrese:v:131:y:2021:i:c:p:591-597
    DOI: 10.1016/j.jbusres.2020.12.012
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    16. Chaturvedi, Rijul & Verma, Sanjeev & Das, Ronnie & Dwivedi, Yogesh K., 2023. "Social companionship with artificial intelligence: Recent trends and future avenues," Technological Forecasting and Social Change, Elsevier, vol. 193(C).
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    19. Rongbin Yang & Santoso Wibowo, 2022. "User trust in artificial intelligence: A comprehensive conceptual framework," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(4), pages 2053-2077, December.
    20. Marikyan, Davit & Papagiannidis, Savvas & Rana, Omer F. & Ranjan, Rajiv & Morgan, Graham, 2022. "“Alexa, let’s talk about my productivity”: The impact of digital assistants on work productivity," Journal of Business Research, Elsevier, vol. 142(C), pages 572-584.
    21. Huang, Dongling & Markovitch, Dmitri G. & Stough, Rusty A., 2024. "Can chatbot customer service match human service agents on customer satisfaction? An investigation in the role of trust," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
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    23. Kautish, Pradeep & Purohit, Sonal & Filieri, Raffaele & Dwivedi, Yogesh K., 2023. "Examining the role of consumer motivations to use voice assistants for fashion shopping: The mediating role of awe experience and eWOM," Technological Forecasting and Social Change, Elsevier, vol. 190(C).

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