How Internet of Things Is Shaping Consumer Behavior? The Interactive Experience Between Customer and Smart Object

Ching-Jui Keng (), Hsin-Ying Liu and Yu-Hsin Chen ()
Additional contact information
Ching-Jui Keng: National Taipei University of Technology
Hsin-Ying Liu: Shih Chien University
Yu-Hsin Chen: Shih Chien University

Chapter Chapter 10 in The Palgrave Handbook of Interactive Marketing, 2023, pp 219-238 from Springer

Abstract: Abstract Marketers are now employing artificial intelligence (AI) to improve the customer experience, turning it into the key to enterprises’ future success. Smart speakers also known as voice assistant, are voice recognition programs powered in the Internet of things by AI technology designed to promote customer interaction, engagement, and voice-based conversations. This chapter proposes a new framework for consumers in regards to interactive experiences with smart devices. The optimal scenario of the synergistic experience between a customer and a smart device is explored under the framework of Internet of Thing (IoT) by observing the interactive occurrences among interpersonal orientation, objects’ orientation, and social orientation. Specifically, this chapter first discusses AI technology advancement optimization of the customer experience. Then, explored the interaction experience between customers and intelligent objects in the context of IoT, can be classified into four different types of experience combination attributes: self-extension, self-restriction, self-expansion, and self-reduction. Second, the proposed model is validated by an experiment, explore the levels of interaction experience between customers and smart speaker devices influences on customer engagement. Finally, the chapter also discusses user types and parasocial interaction interfere with the interactive experience levels of users and smart speaker devices and customer engagement.

Keywords: Interaction experience; Assemblage theory; Customer engagement; Internet of things; Customer experience (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-14961-0_10

Ordering information: This item can be ordered from
http://www.springer.com/9783031149610

DOI: 10.1007/978-3-031-14961-0_10

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().