The effect of anthropomorphism of virtual voice assistants on perceived safety as an antecedent to voice shopping

Abstract

This paper delves into the realm of virtual assistants (VAs) and their pivotal role in shaping user acceptance of voice shopping. VAs, initially tailored for voice interactions on smartphones, have permeated diverse consumer devices, revolutionizing user experience through conversational interfaces. However, the reluctance to embrace voice shopping persists due to safety apprehensions stemming from users' lack of confidence in VAs. The paper centers on anthropomorphism, emphasizing the human-like attributes of VAs, and its direct correlation with users' sense of safety. The study explores user perceptions of VAs in voice shopping, particularly focusing on anthropomorphic aspects like social presence, human-like voice, and friendliness. The investigation highlights their impact on perceived safety, word-of-mouth, and voice shopping acceptance. Analyzing prominent VAs—Alexa, Google Home, and Siri—the study identifies two fundamental factors influencing voice shopping acceptance: the humanity embedded in the VA's voice and the perceived safety it offers. Feeling secure during VA interactions significantly increases safety perception, fostering greater acceptance of VAs for shopping purposes. Additionally, the human-like qualities in the VA's voice positively influence users' perceived friendliness and safety, augmenting trust and overall acceptance of this technology.