« L'IA qui murmurait à l'oreille des vendeurs »: effets de l'utilisation d'une oreillette assistée avec IA sur les perceptions de chaleur et de compétence du vendeur par le client

Sandrine Heitz-Spahn (), Madiha Bendjaballah (), Mathieu Kacha, John B. Ford and Farinoosh Zarinmakan ()
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Sandrine Heitz-Spahn: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Madiha Bendjaballah: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Mathieu Kacha: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
John B. Ford: ODU - Old Dominion University [Norfolk]
Farinoosh Zarinmakan: ODU - Old Dominion University [Norfolk]

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Abstract: This study investigates consumer perceptions of a salesperson equipped with an AI-powered voice earpiece during in-store sales interactions. Using a qualitative study and an experiment, we draw on the Stereotype Content Model (SCM) to analyze perceptions of the salesperson as well as the perceived advantages and disadvantages for the customer. Our findings reveal that while the AI earpiece is seen as boosting the salesperson's informational competence, it simultaneously triggers concerns about reduced relational warmth and diminished salesperson credibility. These results call for a deeper examination of how AI should be integrated into salesperson-customer interactions in brick-and-mortar retail contexts in order to maintain or strive to enhance service quality.

Keywords: AI voice assistant; salesperson-customer interaction; service quality; Stereotype Content Model; qualité de service artificial intelligence; interaction vendeur-client; IA assisté par la voix; intelligence artificielle (search for similar items in EconPapers)
Date: 2026-09-03
Note: View the original document on HAL open archive server: https://hal.science/hal-05794397v1
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Published in 25eme Colloque sur le marketing digital, Université Panthéon-Sorbonne, Sep 2026, Paris, France

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