“Hey, voice assistant!” How do users perceive you? An exploratory study
DOI:
https://doi.org/10.7433/s114.2021.10Keywords:
voice assistants; anthropomorphism; human-like voice; benefits; EFA; cluster analysisAbstract
Purpose of the paper: The increasing consumer adoption of voice-based artificial intelligence technologies is starting to catch the attention of researchers. This study fits into the nascent marketing literature on user perceptions of interactions with voice assistants (VAs) by exploring perceived VA anthropomorphism and benefits. We also seek to identify millennial clusters based on perceptual differences.
Methodology: Quantitative exploratory research was conducted based on questionnaires (N=337) administered to millennials. The data were analysed through exploratory factor analysis. Subsequently, to identify clusters, we performed K-means cluster analysis.
Findings: The EFA indicated a four-factor solution: “utilitarian and hedonic benefits”, “symbolic benefits”, “human-like voice” and “human-like presence”. The K-means cluster analysis identified three clusters: “useful and pleasant”, “human” and “status symbol”.
Research limits: This paper is not exempt from limitations, especially those related to the exploratory nature of the analysis techniques adopted.
Practical implications: Indicating the main perceptual dimensions of VA anthropomorphism and the benefits associated with user-VA interaction, our results provide marketers with important strategic implications for designing the VA interaction experience. The cluster analysis offers companies the possibility of selecting a target and addressing it by creating a specific value proposition.
Originality of the paper: This study contributes to the existing partial and fragmented knowledge by offering an overall integrated interpretation of consumer perceptions related to VA interactions. Our findings are the first to jointly reveal user perceptions of the human voice and of the VA as a human interlocutor. Moreover, we contribute to the literature on anthropomorphism by conceptualising the human-like voice construct.
References
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CIOPPI M., SAVELLI E., TOMBARI F. (2016), “La percezione della web atmosphere tra i visitatori del centro commerciale (The perception of the web atmosphere among shopping mall visitors)”, Sinergie Italian Journal of Management, vol. 34, n. 2, pp. 155-180.
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MCLEAN G., OSEI-FRIMPONG K. (2019), “Hey Alexa… examine the variables influencing the use of artificial intelligent in-home voice assistants”, Computers in Human Behavior, vol. 99, pp. 28-37.
MONSURRÒ L., QUERCI I. (2019), “Il lato oscuro delle relazioni tra consumatore e smart object: una prospettiva “non-user””, XVI Convegno annuale della Società Italiana Marketing, I percorsi identitari del Marketing, 24-25 Ottobre, Università Cattolica del Sacro Cuore, pp. 1-5.
MORALES A.C., SCOTT M.L., YORKSTON E.A. (2012), “The role of accent standardness in message preference and recall”, Journal of Advertising, vol. 41, n. 1, pp. 33-46.
MORIUCHI E. (2019), “Okay, Google!: An empirical study on voice assistants on consumer engagement and loyalty”, Psychology and Marketing, vol. 36, n. 5, pp. 489-501.
NASS, C.I., BRAVE, S. (2005), Wired for speech: How voice activates and advances the human-computer relationship, MIT press, Cambridge, MA.
NASSIVERA F., GALLENTI G., TROIANO S., MARANGON F., COSMINA M., BOGONI P., CAMPISI B., CARZEDDA M. (2020), “Italian millennials' preferences for wine: an exploratory study”, British Food Journal, vol. 122, n. 8, pp. 2403-2423.
PATIL V.H., SINGH S.N., MISHRA S., DONAVAN D.T. (2008), “Efficient theory development and factor retention criteria: Abandon the ‘eigenvalue greater than one’criterion”, Journal of Business Research, vol. 61, n. 2, pp. 162-170.
RAND W.M. (1971), “Objective criteria for the evaluation of clustering methods”, Journal of the American Statistical Association, vol. 66, n. 336, pp. 846-50.
ROBINSON O.C. (2014), “Sampling in interview-based qualitative research: A theoretical and practical guide”, Qualitative research in psychology, vol. 11, n. 1, pp. 25-41.
SCHROEDER J., EPLEY N. (2016), “Mistaking minds and machines: How speech affects dehumanization and anthropomorphism”, Journal of Experimental Psychology: General, vol. 145, n. 11, pp. 1427-1437.
SCHUITEMA G., ANABLE J., SKIPPON S., KINNEAR N. (2013), “The role of instrumental, hedonic and symbolic attributes in the intention to adopt electric vehicles”, Transportation Research Part A: Policy and Practice, vol. 48, pp. 39-49.
SHEN K.N., KHALIFA M. (2009), “Design for social presence in online communities: A multidimensional approach”, AIS Transactions on Human-Computer Interaction, vol. 1, n. 2, pp. 33-54.
SHORT J., WILLIAMS E., CHRISTIE B. (1976), The social psychology of telecommunications, John Wiley & Sons, US.
SMITH K.T. (2020), “Marketing via smart speakers: what should Alexa say?”, Journal of Strategic Marketing, vol. 28, n. 24, pp. 350-365.
TAKAYAMA L., NASS C. (2008), “Driver safety and information from afar: An experimental driving simulator study of wireless vs. in-car information services”, International Journal of Human-Computer Studies, vol. 66, n. 3, pp. 173-184.
TUNG F.W., DENG Y.S. (2007), “Increasing social presence of social actors in e-learning environments: Effects of dynamic and static emoticons on children”, Displays, vol. 28, n. 4-5, pp. 174-180.
TUZOVIC S., PALUCH S. (2018), “Alexa-What’s on my shopping list? Investigating consumer perceptions of voice-controlled services”, in SERVSIG conference proceedings 2018, Opportunities for Services in a Challenging World, 14-16 June 2018, IÉSEG School of Management Paris-La Défense Campus, France, pp. 107-110
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VERNUCCIO M., PATRIZI M., PASTORE A. (2020a), “Brand Anthropomorphism and Brand Voice: The Role of the Name-Brand Voice Assistant”, Advances in Digital Marketing and eCommerce Conference proceedings, 25-26 June 2020, pp. 31-39.
VERNUCCIO M., PATRIZI M., PASTORE A. (2020b), “Developing voice-based branding: insights from the Mercedes case”, Journal of Product and Brand Management, Advanced online publication.
VOICEBOT (2018), “Voice Assistant Consumer Adoption Report”, https://voicebot.ai/voice-assistant-consumer-adoption-report-2018/.
VOICEBOT (2019a), “45% of Millennials use voice assistants while shopping according to a new study”, https://voicebot.ai/2019/03/20/45-of-millennials-use-voice-assistants-while-shopping-according-to-a-new-study.
VOICEBOT (2019b), “Voice Assistant Demographic Data - Young Consumers More Likely to Own Smart Speakers While Over 60 Bias Toward Alexa and Siri”, https://voicebot.ai/2019/06/21/voice-assistant-demographic-data-young-consumers-more-likely-to-own-smart-speakers-while-over-60-bias-toward-alexa-and-siri/.
WAGNER K., NIMMERMANN F., SCHRAMM-KLEIN H. (2019), “Is It Human? The Role of Anthropomorphism as a Driver for the Successful Acceptance of Digital Voice Assistants”, in Proceedings of the 52nd Hawaii International Conference on System Sciences, 8-11 January 2019, Maui, pp. 1387-1395.
WAYTZ A., HEAFNER J., EPLEY N. (2014), “The mind in the machine: Anthropomorphism increases trust in an autonomous vehicle”, Journal of Experimental Social Psychology, vol. 52, pp. 113-117.
WIENER H.J.D., CHARTRAND T.L. (2014), “The Effect of Voice Quality on Ad efficacy”, Psychology and Marketing, vol. 31, n. 7, pp. 509-517.
WHANG C., IM H. (2018), “Voice Shopping: User-Voice Assistant Parasocial Relationship Perspective”, in International Textile and Apparel Association (ITAA) Annual Conference Proceedings, 6-9 November 2018, Cleveland, Ohio, ITAA, Knoxville, pp. 59-62.
ZOGHAIB A. (2017), “The contribution of a brand spokesperson’s voice to consumer-based brand equity”, Journal of Product and Brand Management, vol. 26, n .5, pp. 492-502.
ZOGHAIB A. (2019), “Persuasion of voices: The effects of a speaker’s voice characteristics and gender on consumers’ responses”, Recherche et Applications en Marketing (English Edition), pp. 1-28.
AGGARWAL P., MCGILL A.L. (2007), “Is that car smiling at me? Schema congruity as a basis for evaluating anthropomorphized products”, Journal of consumer research, vol. 34, n. 4, pp. 468-479.
BABIN B.J., DARDEN W.R., GRIFFIN M. (1994), “Work and/or fun: measuring hedonic and utilitarian shopping value”, Journal of consumer research, vol. 20, n. 4, pp. 644-656.
BELK R., KNIAZEVA M. (2018), “Morphing anthropomorphism: An update”, Journal of Global Scholars of Marketing Science, vol. 28, n. 3, pp. 239-247.
CALIŃSKI T., HARABASZ J. (1974), “A dendrite method for cluster analysis”, Communications in Statistics-theory and Methods, vol. 3, n. 1, pp. 1-27.
CHÉRIF E., LEMOINE J.F. (2019), “Anthropomorphic virtual assistants and the reactions of Internet users: An experiment on the assistant’s voice”, Recherche et Applications en Marketing (English Edition), vol. 34, n. 1, pp. 28-47.
CHO E. (2019), “Hey Google, Can I Ask You Something in Private?”, in Proceedings of the 2019 CHI Conference on Human Factors in Computing Systems, pp. 1-9.
CHO E., MOLINA M.D., WANG,J. (2019), “The Effects of Modality, Device, and Task Differences on Perceived Human Likeness of Voice-Activated Virtual Assistants”, Cyberpsychology, Behavior, and Social Networking, vol. 22, n. 8, pp. 515-520.
CIOPPI M., SAVELLI E., TOMBARI F. (2016), “La percezione della web atmosphere tra i visitatori del centro commerciale (The perception of the web atmosphere among shopping mall visitors)”, Sinergie Italian Journal of Management, vol. 34, n. 2, pp. 155-180.
COSTELLO A.B., OSBORNE J. (2005), “Best practices in exploratory factor analysis: Four recommendations for getting the most from your analysis”, Practical assessment, research, and evaluation, vol. 10, n. 1, pp. 1-9.
E-MARKETER (2017), “Alexa, Say What?! Voice-Enabled Speaker Usage to Grow Nearly 130% This Year”, https://www.emarketer.com/Article/Alexa-Say-What-Voice-Enabled-Speaker-Usage-Grow-Nearly-130-This-Year/1015812.
E-MARKETER (2019), “US Voice Assistant Users 2019: Who, What, When, Where and Why” https://www.emarketer.com/content/us-voice-assistant-users-2019.
EPLEY N., WAYTZ A., AKALIS S., CACIOPPO J.T. (2007), “On Seeing Human: A Three-Factor Theory of Anthropomorphism”, Psychological Review, vol. 114, n. 4, pp. 864-886.
FERNANDES T., OLIVEIRA E. (2021), “Understanding consumers’ acceptance of automated technologies in service encounters: Drivers of digital voice assistants adoption”, Journal of Business Research, vol. 122, pp. 180-191.
FIVESIGHTS RESEARCH (2017), “Echoes from Audrey. Voice Assistants: The Sound of Machine Intelligence”, https://www.fivesightresearch.com/wp-content/uploads/2017/12/Echoes-From-Audrey.pdf.
GOLOSSENKO A., PILLAI K.G., AROEAN L. (2020), “Seeing brands as humans: Development and validation of a brand anthropomorphism scale”, to be published in International Journal of Research in Marketing [Preprint].
GUIDO G., PELUSO A.M. (2015), “Brand anthropomorphism: Conceptualization, measurement, and impact on brand personality and loyalty”, Journal of brand Management, vol. 22, n. 1, pp. 1-19.
HAIR J.F., BLACK W.C., BABIN B.J., ANDERSON R.E., TATHAM R.L. (1998), Multivariate data analysis, Prentice hall, Upper Saddle River, NJ.
HASSANEIN K., HEAD M. (2007), “Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping”, International Journal of Human-Computer Studies, vol. 65, n. 8, pp. 689-708.
HOY M.B. (2018), “Alexa, Siri, Cortana, and more: An introduction to voice assistants”, Medical Reference Services Quarterly, vol. 37, n. 1, pp. 81-88.
JUNIPER RESEARCH (2019), “Digital Voice Assistants: Platforms, Revenues & Opportunities 2019-2023”, https://www.juniperresearch.com/researchstore/innovation-disruption/digital-voice-assistants/subscription/platforms-revenues-opportunities.
KIM S., MCGILL A.L. (2011), “Gaming with Mr. Slot or gaming the slot machine? Power, anthropomorphism, and risk perception”, Journal of Consumer Research, vol. 38, n. 1, pp. 94-107.
KWAK H., PUZAKOVA M., ROCERETO J.F. (2015), “Better not smile at the price: The differential role of brand anthropomorphization on perceived price fairness”, Journal of Marketing, vol. 79, n. 4, pp. 56-76.
LANDWEHR J.R., MCGILL A.L., HERRMANN A. (2011), “It's got the look: The effect of friendly and aggressive “facial” expressions on product liking and sales”, Journal of marketing, vol. 75, n. 3, pp. 132-146.
LAU J., ZIMMERMAN B., SCHAUB F. (2018), “Alexa, are you listening? privacy perceptions, concerns and privacy-seeking behaviors with smart speakers”, in Proceedings of the ACM on Human-Computer Interaction, 21-26 April 2019, Palais des Congrès de Montréal, Canada, pp. 1-31.
LEE K.M., PENG W., JIN S.A., YAN C. (2006), “Can robots manifest personality?: An empirical test of personality recognition, social responses, and social presence in human-robot interaction”, Journal of communication, vol. 56, n. 4, pp. 754-772
MALHOTRA N.K., BIRKS D.K., WILLS P. (2010), Marketing research: An applied orientation (6th Europian ed.), Pearson Education Limited, Australia.
MCLEAN G., OSEI-FRIMPONG K. (2019), “Hey Alexa… examine the variables influencing the use of artificial intelligent in-home voice assistants”, Computers in Human Behavior, vol. 99, pp. 28-37.
MONSURRÒ L., QUERCI I. (2019), “Il lato oscuro delle relazioni tra consumatore e smart object: una prospettiva “non-user””, XVI Convegno annuale della Società Italiana Marketing, I percorsi identitari del Marketing, 24-25 Ottobre, Università Cattolica del Sacro Cuore, pp. 1-5.
MORALES A.C., SCOTT M.L., YORKSTON E.A. (2012), “The role of accent standardness in message preference and recall”, Journal of Advertising, vol. 41, n. 1, pp. 33-46.
MORIUCHI E. (2019), “Okay, Google!: An empirical study on voice assistants on consumer engagement and loyalty”, Psychology and Marketing, vol. 36, n. 5, pp. 489-501.
NASS, C.I., BRAVE, S. (2005), Wired for speech: How voice activates and advances the human-computer relationship, MIT press, Cambridge, MA.
NASSIVERA F., GALLENTI G., TROIANO S., MARANGON F., COSMINA M., BOGONI P., CAMPISI B., CARZEDDA M. (2020), “Italian millennials' preferences for wine: an exploratory study”, British Food Journal, vol. 122, n. 8, pp. 2403-2423.
PATIL V.H., SINGH S.N., MISHRA S., DONAVAN D.T. (2008), “Efficient theory development and factor retention criteria: Abandon the ‘eigenvalue greater than one’criterion”, Journal of Business Research, vol. 61, n. 2, pp. 162-170.
RAND W.M. (1971), “Objective criteria for the evaluation of clustering methods”, Journal of the American Statistical Association, vol. 66, n. 336, pp. 846-50.
ROBINSON O.C. (2014), “Sampling in interview-based qualitative research: A theoretical and practical guide”, Qualitative research in psychology, vol. 11, n. 1, pp. 25-41.
SCHROEDER J., EPLEY N. (2016), “Mistaking minds and machines: How speech affects dehumanization and anthropomorphism”, Journal of Experimental Psychology: General, vol. 145, n. 11, pp. 1427-1437.
SCHUITEMA G., ANABLE J., SKIPPON S., KINNEAR N. (2013), “The role of instrumental, hedonic and symbolic attributes in the intention to adopt electric vehicles”, Transportation Research Part A: Policy and Practice, vol. 48, pp. 39-49.
SHEN K.N., KHALIFA M. (2009), “Design for social presence in online communities: A multidimensional approach”, AIS Transactions on Human-Computer Interaction, vol. 1, n. 2, pp. 33-54.
SHORT J., WILLIAMS E., CHRISTIE B. (1976), The social psychology of telecommunications, John Wiley & Sons, US.
SMITH K.T. (2020), “Marketing via smart speakers: what should Alexa say?”, Journal of Strategic Marketing, vol. 28, n. 24, pp. 350-365.
TAKAYAMA L., NASS C. (2008), “Driver safety and information from afar: An experimental driving simulator study of wireless vs. in-car information services”, International Journal of Human-Computer Studies, vol. 66, n. 3, pp. 173-184.
TUNG F.W., DENG Y.S. (2007), “Increasing social presence of social actors in e-learning environments: Effects of dynamic and static emoticons on children”, Displays, vol. 28, n. 4-5, pp. 174-180.
TUZOVIC S., PALUCH S. (2018), “Alexa-What’s on my shopping list? Investigating consumer perceptions of voice-controlled services”, in SERVSIG conference proceedings 2018, Opportunities for Services in a Challenging World, 14-16 June 2018, IÉSEG School of Management Paris-La Défense Campus, France, pp. 107-110
VERNUCCIO M., PATRIZI M., PASTORE A. (2018), “Evoluzione del brand tra antropomorfismo e intelligenza artificiale: il ruolo della voce”, XV Convegno annuale della Società Italiana Marketing, I percorsi identitari del Marketing, 18-19 Ottobre, Università degli Studi di Bari, pp. 1-6.
VERNUCCIO M., PATRIZI M., PASTORE A. (2020a), “Brand Anthropomorphism and Brand Voice: The Role of the Name-Brand Voice Assistant”, Advances in Digital Marketing and eCommerce Conference proceedings, 25-26 June 2020, pp. 31-39.
VERNUCCIO M., PATRIZI M., PASTORE A. (2020b), “Developing voice-based branding: insights from the Mercedes case”, Journal of Product and Brand Management, Advanced online publication.
VOICEBOT (2018), “Voice Assistant Consumer Adoption Report”, https://voicebot.ai/voice-assistant-consumer-adoption-report-2018/.
VOICEBOT (2019a), “45% of Millennials use voice assistants while shopping according to a new study”, https://voicebot.ai/2019/03/20/45-of-millennials-use-voice-assistants-while-shopping-according-to-a-new-study.
VOICEBOT (2019b), “Voice Assistant Demographic Data - Young Consumers More Likely to Own Smart Speakers While Over 60 Bias Toward Alexa and Siri”, https://voicebot.ai/2019/06/21/voice-assistant-demographic-data-young-consumers-more-likely-to-own-smart-speakers-while-over-60-bias-toward-alexa-and-siri/.
WAGNER K., NIMMERMANN F., SCHRAMM-KLEIN H. (2019), “Is It Human? The Role of Anthropomorphism as a Driver for the Successful Acceptance of Digital Voice Assistants”, in Proceedings of the 52nd Hawaii International Conference on System Sciences, 8-11 January 2019, Maui, pp. 1387-1395.
WAYTZ A., HEAFNER J., EPLEY N. (2014), “The mind in the machine: Anthropomorphism increases trust in an autonomous vehicle”, Journal of Experimental Social Psychology, vol. 52, pp. 113-117.
WIENER H.J.D., CHARTRAND T.L. (2014), “The Effect of Voice Quality on Ad efficacy”, Psychology and Marketing, vol. 31, n. 7, pp. 509-517.
WHANG C., IM H. (2018), “Voice Shopping: User-Voice Assistant Parasocial Relationship Perspective”, in International Textile and Apparel Association (ITAA) Annual Conference Proceedings, 6-9 November 2018, Cleveland, Ohio, ITAA, Knoxville, pp. 59-62.
ZOGHAIB A. (2017), “The contribution of a brand spokesperson’s voice to consumer-based brand equity”, Journal of Product and Brand Management, vol. 26, n .5, pp. 492-502.
ZOGHAIB A. (2019), “Persuasion of voices: The effects of a speaker’s voice characteristics and gender on consumers’ responses”, Recherche et Applications en Marketing (English Edition), pp. 1-28.
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Published
2021-04-30
