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http://bura.brunel.ac.uk/handle/2438/29545
Title: | AI-powered voice assistants: developing a framework for building consumer trust and fostering brand loyalty |
Authors: | Rawool, V Foroudi, P Palazzo, M |
Keywords: | artificial intelligence-powered voice assistants;AI;Alexa;brand loyalty;consumer trust;consumer satisfaction;brand relationship;e-commerce |
Issue Date: | 21-Apr-2024 |
Publisher: | Springer Nature |
Citation: | Rawool, V., Foroudi, P. and Palazzo, M. (2024) 'AI-powered voice assistants: developing a framework for building consumer trust and fostering brand loyalty', Electronic Commerce Research, 0 (ahead of print), pp. 1 - 33. doi: 10.1007/s10660-024-09850-5. |
Abstract: | This paper explores the role of artificial intelligence (AI)-powered voice assistants (VAs) in the context of online shopping, with a specific focus on Indian consumers. Through a quantitative research approach, data were collected with an online survey of 150 Indian participants based on constructs and measurement tools, which are meticulously defined, ensuring the reliability and validity of the results. The study (1) explores previous research to understand the use of AI-powered VAs in online shopping and their varied antecedents/dimensions; (2) analyses the influence of consumer trust on intention to use, satisfaction, and emotional attachment among individuals who use AI-powered VAs in online shopping; (3) develops a framework that reflects the antecedents of AI-powered VAs in online shopping and the outcome as brand loyalty, while taking consumer trust as the mediator for users' intention to use AI-powered VAs, customer satisfaction, and emotional attachment in their journey towards brand loyalty; (4) studies how Alexa, an AI-powered VA, influences the consumer journey when shopping online in India and ultimately affects the brand loyalty of Indian consumers. |
Description: | Data availability: The data that support the findings of this study are available from the corresponding author upon request. Supplementary information is available online at: https://link.springer.com/article/10.1007/s10660-024-09850-5#Sec26 . |
URI: | https://bura.brunel.ac.uk/handle/2438/29545 |
DOI: | https://doi.org/10.1007/s10660-024-09850-5 |
ISSN: | 1389-5753 |
Other Identifiers: | ORCiD: Pantea Foroudi https://orcid.org/0000-0003-4000-7023 ORCiD: Maria Palazzo https://orcid.org/0000-0002-8710-9054 |
Appears in Collections: | Brunel Business School Embargoed Research Papers |
Files in This Item:
File | Description | Size | Format | |
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FullText.pdf | Embargoed until 21 April 2025 | 522.91 kB | Adobe PDF | View/Open |
Online Survey Questionnaire-appendix I.pdf | Embargoed until 21 April 2025 | 135.82 kB | Adobe PDF | View/Open |
Appendix II.pdf | Embargoed until 21 April 2025 | 155.2 kB | Adobe PDF | View/Open |
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