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Voice Assistants in Voice Commerce: The Impact of Social Cues on Trust and Satisfaction

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Innovation Through Information Systems (WI 2021)

Part of the book series: Lecture Notes in Information Systems and Organisation ((LNISO,volume 47))

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Abstract

Voice assistants (VAs) such as Google Assistant and Amazon Alexa are spreading rapidly. They offer users the opportunity to order products online in a spoken dialogue (voice commerce). However, the widespread use of voice commerce is hindered by a lack of satisfaction and trust among VA users. This study investigates whether social cues and the accompanying perception of the VA’s humanness and social presence can overcome existing obstacles in voice commerce. The empirical comparison (N = 323) of two VAs (low vs. high level of social cues) shows that providing VAs with more cues increases user satisfaction. Nevertheless, the analysis does not reveal entirely positive effects on perceived trust and its dimensions of benevolence, competence, and integrity. Surprisingly, users had less trust in the integrity of a VA with more social cues. For a differentiated view, a more in-depth analysis of the individual cues and their interactions is required.

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Authors and Affiliations

  1. Chair of Marketing and Retail Management, University of Goettingen, Göttingen, Germany

    Fabian Reinkemeier & Waldemar Toporowski

  2. elaboratum GmbH, Hamburg, Germany

    Philipp Spreer

Authors
  1. Fabian Reinkemeier
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  2. Philipp Spreer
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  3. Waldemar Toporowski
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Corresponding author

Correspondence to Fabian Reinkemeier .

Editor information

Editors and Affiliations

  1. Faculty of Business Administration and Economics, University of Duisburg-Essen, Essen, Germany

    Frederik Ahlemann

  2. Faculty of Business Administration and Economics, University of Duisburg-Essen, Essen, Germany

    Reinhard Schütte

  3. Department of Computer Science and Applied Cognitive Science, University of Duisburg-Essen, Duisburg, Germany

    Stefan Stieglitz

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Reinkemeier, F., Spreer, P., Toporowski, W. (2021). Voice Assistants in Voice Commerce: The Impact of Social Cues on Trust and Satisfaction. In: Ahlemann, F., Schütte, R., Stieglitz, S. (eds) Innovation Through Information Systems. WI 2021. Lecture Notes in Information Systems and Organisation, vol 47. Springer, Cham. https://doi.org/10.1007/978-3-030-86797-3_9

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  • DOI: https://doi.org/10.1007/978-3-030-86797-3_9

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-86796-6

  • Online ISBN: 978-3-030-86797-3

  • eBook Packages: Computer ScienceComputer Science (R0)

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