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Voice Assistants in Cars: Dream or Nightmare? : The effects of voice assistants on trust, emotions and purchase intention

Wolf, Anna-Maja (2021) Voice Assistants in Cars: Dream or Nightmare? : The effects of voice assistants on trust, emotions and purchase intention.

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Abstract:Over the past years, voice assistants have become a constant companion in people’s daily lives. Not only are they used during day-to-day activities as calling someone, ordering food, or asking for the weather, but they are additionally supporting people during their drive to work, friends, or holidays. Current literature found that negative emotions lead to an increase in a risk-supporting attitude and more accidents. This study examines the effects of voice assistants on trust and purchase intention and emotions as stress, anger, confusion, and concentration. A scenario-based 2 (gender: male vs. female) x 2 (humanity: human vs. computer) x 2 (time of recording: day vs. night) experiment was created with a total of 256 German participants between 18 and 50+ years. The multivariate analysis of variances showed that humanity influences the felt emotions and the purchase intention. Respondents who heard a human voice experienced a lower level of stress and anger and a higher possibility to concentrate. Furthermore, they were more likely to purchase a car having a human voice assistant. Additionally, the study revealed a significant interaction effect between gender, humanity, the time of recording, and stress, meaning that a higher stress level was found when the voice was an artificial voice taking into account the gender and recording time. These findings suggest that using a voice assistant in cars might be helpful and supporting and would decrease the negative emotions when a human voice is used instead of an artificial one.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/86672
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