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

Hasan, Rajibul, Shams, Riad and Rahman, Mizan (2021) Consumer trust and perceived risk for voice-controlled artificial intelligence: The case of Siri. Journal of Business Research, 131. pp. 591-597. ISSN 0148-2963

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Official URL: https://doi.org/10.1016/j.jbusres.2020.12.012

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.

Item Type: Article
Uncontrolled Keywords: Voice-controlled artificial intelligence, Trust, Risk, Siri
Subjects: N100 Business studies
N500 Marketing
Department: Faculties > Business and Law > Newcastle Business School
Depositing User: Elena Carlaw
Date Deposited: 25 May 2022 12:00
Last Modified: 25 May 2022 12:00
URI: http://nrl.northumbria.ac.uk/id/eprint/49191

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