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Human likeness and attachment effect on the perceived interactivity of AI speakers

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  • Kim, Juran
  • Kang, Seungmook
  • Bae, Joonheui

Abstract

Artificial intelligence (AI) platforms with interactive assistants allow consumers to avail information and help direct their choices, thus changing the ways in which companies interact with their customers. This study aims to explore the concept of human likeness, attachment, and perceived interactivity in the context of AI speakers and examine the effects of human likeness and attachment on their perceived interactivity with AI speakers. A survey was used to investigate whether consumers’ perception of human likeness, attachment and their perceived interactivity with AI speakers eventually influence their purchase intention, and how attachment and the perceived interactivity mediate the effects of human likeness and purchase intention. The participants were 311 AI speaker users from South Korea. The results demonstrate how the direct effect and mediating effect of human likeness, attachment, and perceived interactivity on AI speakers boost purchase intention, thus providing meaningful implications for AI-driven marketing academics and practitioners.

Suggested Citation

  • Kim, Juran & Kang, Seungmook & Bae, Joonheui, 2022. "Human likeness and attachment effect on the perceived interactivity of AI speakers," Journal of Business Research, Elsevier, vol. 144(C), pages 797-804.
    • Handle: RePEc:eee:jbrese:v:144:y:2022:i:c:p:797-804
    DOI: 10.1016/j.jbusres.2022.02.047
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    References listed on IDEAS

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    3. Kim, Hayeon & Lee, Sang Woo & Seo, Sungwoo, 2024. "Strategies for Addressing Hallucinations in Generative AI: Exploring the Roles of Politeness, Attribution, and Anthropomorphism," 24th ITS Biennial Conference, Seoul 2024. New bottles for new wine: digital transformation demands new policies and strategies 302511, International Telecommunications Society (ITS).
    4. Kang, Weiyao & Shao, Bingjia & Du, Shan & Chen, Hongquan & Zhang, Yong, 2024. "How to improve voice assistant evaluations: Understanding the role of attachment with a socio-technical systems perspective," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
    5. Deng, Fengyi & Tuo, Muyuan & Chen, Si & Zhang, Zichen, 2024. "Born for marketing? The effects of virtual versus human influencers on brand endorsement effectiveness: The role of advertising recognition," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    6. Souha Al-Geitany & Hasan Yousef Aljuhmani & Okechukwu Lawrence Emeagwali & Elsie Nasr, 2023. "Consumer Behavior in the Post-COVID-19 Era: The Impact of Perceived Interactivity on Behavioral Intention in the Context of Virtual Conferences," Sustainability, MDPI, vol. 15(11), pages 1-23, May.
    7. Davit Marikyan & Savvas Papagiannidis, 2024. "Exercising the “Right to Repair”: A Customer’s Perspective," Journal of Business Ethics, Springer, vol. 193(1), pages 35-61, August.
    8. Armenia, Stefano & Franco, Eduardo & Iandolo, Francesca & Maielli, Giuliano & Vito, Pietro, 2024. "Zooming in and out the landscape: Artificial intelligence and system dynamics in business and management," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
    9. Stephanie M. Noble & Martin Mende, 2023. "The future of artificial intelligence and robotics in the retail and service sector: Sketching the field of consumer-robot-experiences," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 747-756, July.

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