Relational cohesion between users and smart voice assistants
Hernández-Ortega, Blanca (Universidad de Zaragoza) ; Aldas-Manzano, Joaquin ; Ferreira, Ivani
Resumen: Purpose
This study aims to examine users’ affective relationships with smart voice assistants (SVAs) and aims to analyze how these relationships explain user engagement behaviors toward the brands of SVAs. Drawing on relational cohesion theory, it proposes that cohesion between users and SVAs influences brand engagement behaviors, that is, continuing purchasing other products of the brand, providing knowledge to the brand and referring the brand.
Design/methodology/approach
Data from a survey of 717 US regular SVA users confirm the validity of the measurement scales and provide the input for the covariance-based structural equation modeling.
Findings
The results demonstrate that frequent user-SVA interactions evoke positive emotions, which encourage cohesive relationships. Pleasured-satisfaction and interest emerge as strong emotions. Moreover, relational cohesion between users and SVAs promotes engagement with the brand of the assistant.
Originality/value
This paper applies an interpersonal approach in a context that, to date, has been examined from a predominantly technological perspective. It shows that users develop positive emotions toward smart technologies through their interactions, and establishes the importance of building affective relationships. To the best of the authors’ knowledge, this is the first study to analyze cohesion between users and smart technologies and to examine the effect of this cohesion on user engagement with the brand.
Idioma: Inglés
DOI: 10.1108/JSM-07-2020-0286
Año: 2021
Publicado en: JOURNAL OF SERVICES MARKETING 36, 5 (2021), 725-740
ISSN: 0887-6045
Factor impacto JCR: 5.246 (2021)
Categ. JCR: BUSINESS rank: 72 / 155 = 0.465 (2021) - Q2 - T2
Factor impacto CITESCORE: 7.0 - Business, Management and Accounting (Q1)
Factor impacto SCIMAGO: 1.599 - Marketing (Q1)
Financiación: info:eu-repo/grantAgreement/ES/MICINN/PID2020-118425RB-I00
Tipo y forma: Article (PostPrint)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
Exportado de SIDERAL (2023-05-18-14:49:36)
Visitas y descargas
This study aims to examine users’ affective relationships with smart voice assistants (SVAs) and aims to analyze how these relationships explain user engagement behaviors toward the brands of SVAs. Drawing on relational cohesion theory, it proposes that cohesion between users and SVAs influences brand engagement behaviors, that is, continuing purchasing other products of the brand, providing knowledge to the brand and referring the brand.
Design/methodology/approach
Data from a survey of 717 US regular SVA users confirm the validity of the measurement scales and provide the input for the covariance-based structural equation modeling.
Findings
The results demonstrate that frequent user-SVA interactions evoke positive emotions, which encourage cohesive relationships. Pleasured-satisfaction and interest emerge as strong emotions. Moreover, relational cohesion between users and SVAs promotes engagement with the brand of the assistant.
Originality/value
This paper applies an interpersonal approach in a context that, to date, has been examined from a predominantly technological perspective. It shows that users develop positive emotions toward smart technologies through their interactions, and establishes the importance of building affective relationships. To the best of the authors’ knowledge, this is the first study to analyze cohesion between users and smart technologies and to examine the effect of this cohesion on user engagement with the brand.
Idioma: Inglés
DOI: 10.1108/JSM-07-2020-0286
Año: 2021
Publicado en: JOURNAL OF SERVICES MARKETING 36, 5 (2021), 725-740
ISSN: 0887-6045
Factor impacto JCR: 5.246 (2021)
Categ. JCR: BUSINESS rank: 72 / 155 = 0.465 (2021) - Q2 - T2
Factor impacto CITESCORE: 7.0 - Business, Management and Accounting (Q1)
Factor impacto SCIMAGO: 1.599 - Marketing (Q1)
Financiación: info:eu-repo/grantAgreement/ES/MICINN/PID2020-118425RB-I00
Tipo y forma: Article (PostPrint)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. Exportado de SIDERAL (2023-05-18-14:49:36)
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Record created 2022-01-11, last modified 2023-05-19