Google and Alexa voice app: the influence of the voice on consumers

Voice app Google et Alexa: les effets de la voix de synthèse sur les réactions des consommateurs

Nicolas Kusz () and Jean-François Lemoine ()
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Nicolas Kusz: PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne, UP1 EMS - Université Paris 1 Panthéon-Sorbonne - École de Management de la Sorbonne - UP1 - Université Paris 1 Panthéon-Sorbonne
Jean-François Lemoine: PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne, ESSCA Research Lab - ESSCA - ESSCA – École supérieure des sciences commerciales d'Angers = ESSCA Business School

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Abstract: More and more companies develop "voice app" integrated into Google and Alexa systems, to offer a new channel of interaction to their consumers in addition to their website and their smartphone application. With spectacular progress in voice recognition and synthetic voice technologies, the voice assistant makes it possible to establish a real dialogue between the human and the system. If the voice is no longer the privilege of humans, our research aims to explore the influence of the type of voice of a voice assistant (human versus artificial) on the cognitive reactions of consumers. Based on an exploratory qualitative study conducted with 15 people, the results suggest that the voice type of the assistant influences ease of use and perceived anthropomorphism by users. Furthermore, our study reveals that anthropomorphism has a negative impact on usability; the user seems to forget that he's talking to a machine and forget adjusting his requests accordingly.

Keywords: voice assistant; synthetic voice; trust; usability; anthropomorphism; Assistant vocal; Voix de synthèse; Facilité d’utilisation; Anthropomorphisme (search for similar items in EconPapers)
Date: 2023-10-11
New Economics Papers: this item is included in nep-ain and nep-pay
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Published in 26ème Colloque International Etienne Thil, Oct 2023, Tours, France

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