Services Marketing Quarterly

Subject:: Business, Management and Accounting (miscellaneous)
Publisher:: Taylor & Francis
ISSN:: 1533-2969
Scimago Journal Rank:: 32

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Is S(He) My Friend or Servant: Exploring Customers’ Attitudes Toward Anthropomorphic Voice Assistants

2024 Services Marketing Quarterly

doi: 10.1080/15332969.2024.2428523

Abstract Voice Assistants (VAs), driven by Artificial Intelligence (AI), are gaining prominence and becoming increasingly relevant in various domains. Their distinctiveness lies in the incorporation of human-like attributes, setting them apart from conventional technologies and firmly situating them within the domain of Anthropomorphic Technologies (AT). This study aimed to comprehensively examine the impact of customers’ gender, the gender of Anthropomorphic Voice Assistant (AVA), and the kind of relationship customers perceived to form with AVA on customers’ attitudes toward AVA using an experimental design.

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