Article ; Online: Abstract or concrete? The effects of language style and service context on continuous usage intention for AI voice assistants
Humanities & Social Sciences Communications, Vol 11, Iss 1, Pp 1-
2024 Volume 13
Abstract: Abstract The unprecedented growth in voice assistants (VAs) provided with artificial intelligence (AI) challenges managers aiming to harness various new technologies to enhance the competitiveness of their products. This article thus investigates how VAs ...
Abstract | Abstract The unprecedented growth in voice assistants (VAs) provided with artificial intelligence (AI) challenges managers aiming to harness various new technologies to enhance the competitiveness of their products. This article thus investigates how VAs can more effectively improve the user experience by focusing on the attributes of service contexts, matching a utilitarian-dominant (hedonic-dominant) context with concrete (abstract) language in VA–human interactions. Through such matching, VA companies can potentially create a beneficial congruity effect, leading to more favorable evaluations. The results of three studies therefore suggest that users prefer VAs with abstract language in a hedonic-dominant service context, but that VAs with concrete language are more competitive in a utilitarian-dominant service context. Furthermore, the perception of processing fluency mediates this effect. Accordingly, these findings provide a better understanding of AI–human interactions and open a straightforward path for managers or technology providers to enhance users’ continuous usage intention. |
---|---|
Keywords | History of scholarship and learning. The humanities ; AZ20-999 ; Social Sciences ; H |
Subject code | 303 |
Language | English |
Publishing date | 2024-01-01T00:00:00Z |
Publisher | Springer Nature |
Document type | Article ; Online |
Database | BASE - Bielefeld Academic Search Engine (life sciences selection) |
Full text online
More links
Kategorien
Inter-library loan at ZB MED
Your chosen title can be delivered directly to ZB MED Cologne location if you are registered as a user at ZB MED Cologne.