“Sorry, I Don’t Understand …”: effects of task type, personality presentation and performance error on user trust of a personal digital assistant

Abstract

PurposeBased on the theoretical predictions of media equation theory and the computers-are-social-actors (CASA) perspective, this study aims to examine the effects of performance error type (i.e. logical, semantic or syntactic), task type and personality presentation (i.e. dominant/submissive and/or friendly/unfriendly) on users’ level of trust in their personal digital assistant (PDA), Siri.Design/methodology/approachAn experimental study of human–PDA interactions was performed with two types of tasks (social vs functional) randomly assigned to participants (N = 163). While interacting with Siri in 15 task inquiries, the participants recorded Siri’s answers for each inquiry and self-rated their trust in the PDA. The answers were coded and rated by the researchers for personality presentation and error type.FindingsLogical errors were the most detrimental to user trust. Users’ trust of Siri was significantly higher after functional tasks compared to social tasks when the effects of general usage (e.g. proficiency, length and frequency of usage) were controlled for. The perception of a friendly personality from Siri had an opposite effect on social and functional tasks in the perceived reliability dimension of trust and increased intensity of the presented personality reduced perceived reliability in functional tasks.Originality/valueThe research findings contradict predictions from media equation theory and the CASA perspective while contributing to a theoretical refinement of machine errors and their impact on user trust.