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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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    18. Maroufkhani, Parisa & Asadi, Shahla & Ghobakhloo, Morteza & Jannesari, Milad T. & Ismail, Wan Khairuzaman Wan, 2022. "How do interactive voice assistants build brands' loyalty?," Technological Forecasting and Social Change, Elsevier, vol. 183(C).
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    20. Shanshan Liu & Jong-Yoon Lee & Yongseok Cheon & Minglu Wang, 2023. "A Study of the Interaction between User Psychology and Perceived Value of AI Voice Assistants from a Sustainability Perspective," Sustainability, MDPI, vol. 15(14), pages 1-20, July.
    21. Simarpreet Kaur & Sangeeta Arora, 2023. "Understanding customers’ usage behavior towards online banking services: an integrated risk–benefit framework," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(1), pages 74-98, March.
    22. Chih-Fu Wu & Ying-Kit Wong & Hsiu-Hui Hsu & Cheng-Yu Huang, 2022. "Applying Affordance Factor Analysis for Smart Home Speakers in Different Age Groups: A Case Study Approach," Sustainability, MDPI, vol. 14(4), pages 1-22, February.
    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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