 Consumer trust and perceived risk for voice-controlled artificial intelligence: The case of SiriRajibul Hasan, Riad Shams and Mizan Rahman Journal of Business Research, 2021, vol. 131, issue C, 591-597 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. Keywords: Voice-controlled artificial intelligence; Trust; Risk; Siri (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:131:y:2021:i:c:p:591-597 DOI: 10.1016/j.jbusres.2020.12.012 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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