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

    Hasan, Rajibul and Shams, Riad and Rahman, Mizan (2021) Consumer trust and perceived risk for voice-controlled artificial intelligence: The case of Siri. Journal of Business Research, 131. pp. 591-597. ISSN 0148-2963

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    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

    Item Type: Article
    Keywords: Voice-controlled artificial intelligence; Trust; Risk; Siri;
    Academic Unit: Faculty of Social Sciences > School of Business
    Item ID: 16351
    Identification Number:
    Depositing User: Rajibul Hasan
    Date Deposited: 22 Jul 2022 14:00
    Journal or Publication Title: Journal of Business Research
    Publisher: Elsevier
    Refereed: Yes
    Use Licence: This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

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