Effects of Home Voice Assistants’ Autonomy on Instrusiveness and Usefulness: Direct, Indirect, and Moderating Effects of Interactivity
研究家庭语音助手的自主性如何影响用户感知的侵入性和有用性，发现交互性通过品牌信任间接降低侵入性并增强有用性，且交互性调节了自主性的影响。
This research investigates whether interactivity of home voice assistants can reduce the consumer's perceptions of intrusiveness when using these products because of their autonomy. To do so, the authors applied structural equation modeling to 607 questionnaires. The results show that autonomy has a quadratic effect on intrusiveness and usefulness, being more intense for high levels of autonomy. Interactivity reduces intrusiveness both directly and indirectly through brand trust, and interactivity has a positive effect on usefulness. Furthermore, interactivity moderates the effect of autonomy on intrusiveness. These results lead to interesting managerial implications, such as the inclusion of interactive characteristics in smart products to enable consumers to control and communicate with them.