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Anthropomorphic virtual assistants and the reactions of Internet users: An experiment on the assistant’s voice

Author

Listed:
  • Emna Chérif

    (IAE - UCA - Institut d'Administration des Entreprises - Clermont-Auvergne - UCA - Université Clermont Auvergne, CleRMa - Clermont Recherche Management - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand - UCA - Université Clermont Auvergne)

  • Jean-François Lemoine

Abstract

Virtual assistants are increasingly common on commercial websites. In view of the benefits they offer to businesses for improving navigation and interaction with the consumers, researchers and practitioners agree on the value of providing them with anthropomorphic characteristics. This study focuses on the effect of the voice of the virtual assistant. Although there are some studies of human–computer interaction in this field, there is no work that addresses the topic from a marketing perspective and compares the effect of a human voice versus a synthetic voice. Our findings show that consumers who interact with a virtual assistant with a human voice have a stronger impression of social presence than those interacting with a virtual assistant with a synthetic voice. The human voice also builds trust in the virtual assistant and generates stronger behavioural intentions.

Suggested Citation

  • Emna Chérif & Jean-François Lemoine, 2019. "Anthropomorphic virtual assistants and the reactions of Internet users: An experiment on the assistant’s voice," Post-Print hal-03806669, HAL.
    • Handle: RePEc:hal:journl:hal-03806669
    DOI: 10.1177/2051570719829432
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    Cited by:

    1. Taoufiq Dadouch & Bouchra Bennani & Malika Haoucha, 2023. "Consumer Acceptance of Mobile Shopping Apps, From Basic Apps to AI-Conversational Apps: A Literature Review," Post-Print hal-04194657, HAL.
    2. Maria Vernuccio & Michela Patrizi & Maja Šerić & Alberto Pastore, 2023. "The perceptual antecedents of brand anthropomorphism in the name-brand voice assistant context," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 302-317, July.
    3. Patrizi, Michela & Šerić, Maja & Vernuccio, Maria, 2024. "Hey Google, I trust you! The consequences of brand anthropomorphism in voice-based artificial intelligence contexts," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    4. Liao, Xia & Zheng, Yu-Hao & Shi, Guicheng & Bu, Huimei, 2024. "Automated social presence in artificial-intelligence services: Conceptualization, scale development, and validation," Technological Forecasting and Social Change, Elsevier, vol. 203(C).

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