Engaging with intelligent voice assistants for wellbeing and brand attachment
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/29214 |
Resumo: | The study draws upon the theories of self-determination and motivation of expectancy to examine how intrinsic motives drive consumers to engage with artificial intelligence (AI) powered intelligent voice assistants (IVAs). The study also explores how consumer engagement leads to their wellbeing and attachment to these AI gadgets and their associated brands. Engagement in this study refers to consumers’ usage and involvement with IVAs. Subject wellbeing was modeled as a mediator between consumer engagement and brand attachment. The research was conducted in the USA with respondents who had owned and used at least one type of IVAs (e.g., Siri, Google Home, Alexa). A range of statistical procedures including structural equation modeling were undertaken to assess the proposed relationships. The results show that the consumer’s need for autonomy, sense of competence, and relatedness are significantly related to IVA engagement. Consumer wellbeing also had a significant mediation effect on the relationship between engagement and brand attachment. The study is the first to link consumer engagement, individual wellbeing, and brand attachment. The study contributes to positive psychology and branding research by integrating mental health and branding effects. The findings have implications for marketing and psychology practitioners. |
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Engaging with intelligent voice assistants for wellbeing and brand attachmentIntelligence voice assistantSelf-determinationCustomer engagementWellbeingBrand attachmentThe study draws upon the theories of self-determination and motivation of expectancy to examine how intrinsic motives drive consumers to engage with artificial intelligence (AI) powered intelligent voice assistants (IVAs). The study also explores how consumer engagement leads to their wellbeing and attachment to these AI gadgets and their associated brands. Engagement in this study refers to consumers’ usage and involvement with IVAs. Subject wellbeing was modeled as a mediator between consumer engagement and brand attachment. The research was conducted in the USA with respondents who had owned and used at least one type of IVAs (e.g., Siri, Google Home, Alexa). A range of statistical procedures including structural equation modeling were undertaken to assess the proposed relationships. The results show that the consumer’s need for autonomy, sense of competence, and relatedness are significantly related to IVA engagement. Consumer wellbeing also had a significant mediation effect on the relationship between engagement and brand attachment. The study is the first to link consumer engagement, individual wellbeing, and brand attachment. The study contributes to positive psychology and branding research by integrating mental health and branding effects. The findings have implications for marketing and psychology practitioners.Springer Science and Business Media LLC2023-08-30T12:21:36Z2023-01-01T00:00:00Z20232023-08-30T13:21:03Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10071/29214eng1350-231X10.1057/s41262-023-00321-0Prentice, C.Loureiro, S. M. C.Guerreiro, J.info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:40:23Zoai:repositorio.iscte-iul.pt:10071/29214Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:18:41.543036Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Engaging with intelligent voice assistants for wellbeing and brand attachment |
title |
Engaging with intelligent voice assistants for wellbeing and brand attachment |
spellingShingle |
Engaging with intelligent voice assistants for wellbeing and brand attachment Prentice, C. Intelligence voice assistant Self-determination Customer engagement Wellbeing Brand attachment |
title_short |
Engaging with intelligent voice assistants for wellbeing and brand attachment |
title_full |
Engaging with intelligent voice assistants for wellbeing and brand attachment |
title_fullStr |
Engaging with intelligent voice assistants for wellbeing and brand attachment |
title_full_unstemmed |
Engaging with intelligent voice assistants for wellbeing and brand attachment |
title_sort |
Engaging with intelligent voice assistants for wellbeing and brand attachment |
author |
Prentice, C. |
author_facet |
Prentice, C. Loureiro, S. M. C. Guerreiro, J. |
author_role |
author |
author2 |
Loureiro, S. M. C. Guerreiro, J. |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Prentice, C. Loureiro, S. M. C. Guerreiro, J. |
dc.subject.por.fl_str_mv |
Intelligence voice assistant Self-determination Customer engagement Wellbeing Brand attachment |
topic |
Intelligence voice assistant Self-determination Customer engagement Wellbeing Brand attachment |
description |
The study draws upon the theories of self-determination and motivation of expectancy to examine how intrinsic motives drive consumers to engage with artificial intelligence (AI) powered intelligent voice assistants (IVAs). The study also explores how consumer engagement leads to their wellbeing and attachment to these AI gadgets and their associated brands. Engagement in this study refers to consumers’ usage and involvement with IVAs. Subject wellbeing was modeled as a mediator between consumer engagement and brand attachment. The research was conducted in the USA with respondents who had owned and used at least one type of IVAs (e.g., Siri, Google Home, Alexa). A range of statistical procedures including structural equation modeling were undertaken to assess the proposed relationships. The results show that the consumer’s need for autonomy, sense of competence, and relatedness are significantly related to IVA engagement. Consumer wellbeing also had a significant mediation effect on the relationship between engagement and brand attachment. The study is the first to link consumer engagement, individual wellbeing, and brand attachment. The study contributes to positive psychology and branding research by integrating mental health and branding effects. The findings have implications for marketing and psychology practitioners. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-08-30T12:21:36Z 2023-01-01T00:00:00Z 2023 2023-08-30T13:21:03Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/29214 |
url |
http://hdl.handle.net/10071/29214 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
1350-231X 10.1057/s41262-023-00321-0 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Springer Science and Business Media LLC |
publisher.none.fl_str_mv |
Springer Science and Business Media LLC |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799134746312179712 |