Consumer trust and perceived risk for voice-controlled artificial intelligence: The case of Siri

Rajibul Hasan*, Riad Shams, Mizan Rahman

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

15 Citations (Scopus)

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.
Original languageEnglish
Pages (from-to)591-597
Number of pages7
JournalJournal of Business Research
Volume131
Early online date19 Dec 2020
DOIs
Publication statusPublished - 1 Jul 2021

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