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Siri or Google Assistant?: The impact of voice assistant anthropomorphism on consumer usage intention

by Fatima Shahid

Institution:	Macquarie University
Department:
Degree:
Year:	2022
Keywords:	Other education not elsewhere classified; usage intention; warm brand type; human-like; Intelligent personal assistants (Computer software); Brand choice; machine-like; voice assistant; Consumers; Consumers – Attitudes; cold brand type; voice anthropomor
Posted:	3/25/2025
Record ID:	2260163
Full text PDF:	http://hdl.handle.net/10.25949/19442021.v1

Abstract

Voice Assistants (VAs) will play a central role in consumer living over the next decade. The fundamental decision in this regard is whether the VA should communicate with the consumers like a machine or should have human features. This research investigates the impact of human-like or machine-like tone and interaction style of VAs on consumer usage intention. This study also attempts to demonstrate how this relationship changes according to consumers acceptance to new technology and the type of the brand being warm or cold. This study extends the literature on service marketing by making recommendation on what conversational style to choose when interacting with consumers – abstract.