Abstract
In the emerging field of voice shopping with quasi-sales agents like Amazon's Alexa, we investigated the influence of perceived human-AI relationships (i.e., authority ranking, market pricing, peer bonding) on (voice-)shopping intentions. In our cross-sectional survey among experienced voice shoppers, we tested hypotheses specifically differentiating voice shopping for low- and high-involvement products. The results emphasized the importance of socio-emotional elements (i.e., peer bonding) for voice shopping for high-involvement products. While calculative decision-making (i.e., market pricing) was less relevant, the master-servant relationship perception (i.e., authority ranking) was important in low-involvement shopping. An exploratory analysis of users’ desired benefits of voice shopping reinforces our claims. The outcomes are relevant for conversation designers, business developers, and policymakers.
DOI
10.30658/hmc.8.5
Recommended Citation
Tschopp, M, & Sassenberg, K. (2024). The impact of human-AI relationship perception on voice shopping intentions. Human-Machine Communication, 8, 101-117. https://doi.org/10.30658/hmc.8.5
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Communication Technology and New Media Commons, E-Commerce Commons, Other Communication Commons, Social Psychology Commons, Technology and Innovation Commons
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