"I Like Your Suggestion!" the role of humanlikeness and parasocial relationship on the website versus voice shopper's perception of recommendations

• Published in: Psychology & marketing Vol. 38; no. 4; pp. 581 - 595
• Main Authors: Whang, Claire, Im, Hyunjoo
• Format: Journal Article
• Language: English
• Published: Hoboken Wiley Periodicals Inc 01.04.2021
• Subjects: Anthropomorphism; artificial intelligence; Between-subjects design; Consumers; parasocial relationship; persuasion; smart speaker; voice assistant; voice shopping; Websites

Voice assistants are changing the way consumers shop. Guided by the anthropomorphism literature and parasocial interaction theory, this study investigated how the new unique relationship between consumers and artificial intelligence‐powered voice assistants may affect the way consumers evaluate the...