Valentina Pitardi|Hannah R. Marriott
Alexa, <i>she's</i> not human but… Unveiling the drivers of consumers' trust in voice?based artificial intelligence
University of Portsmouth|University of Winchester
abstract development deep connections humans artificial intelligence voicebased assistants vas human machine relationships transformed relationships work essential trust established although capabilities vas offer retailers consumers enhanced opportunities building trust machines inherently challenging paper propose integrating humancomputer interaction theories parasocial relationship theory develop insight trust attitudes toward vas established adopting mixedmethod approach first quantitatively examine proposed model using covariancebased structural equation modeling 466 respondents based findings study second qualitative study employed reveal four main themes findings show functional elements drive users attitude toward using vas social attributes social presence social cognition unique antecedents developing trust additionally research illustrates peculiar dynamic privacy trust shows users distinguish two different sources trustworthiness interactions vas identifying brand producers data collector taken together results reinforce idea individuals interact vas treating social entities employing human social rules thus supporting adoption parasocial perspective