Abstract
Voice assistants (VAs) such as Google Assistant and Amazon Alexa are spreading rapidly. They offer users the opportunity to order products online in a spoken dialogue (voice commerce). However, the widespread use of voice commerce is hindered by a lack of satisfaction and trust among VA users. This study investigates whether social cues and the accompanying perception of the VA’s humanness and social presence can overcome existing obstacles in voice commerce. The empirical comparison (N = 323) of two VAs (low vs. high level of social cues) shows that providing VAs with more cues increases user satisfaction. Nevertheless, the analysis does not reveal entirely positive effects on perceived trust and its dimensions of benevolence, competence, and integrity. Surprisingly, users had less trust in the integrity of a VA with more social cues. For a differentiated view, a more in-depth analysis of the individual cues and their interactions is required.
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