Beyond the Echo: Exploring Usage, Anthropomorphism and User-Smart Object Relationships in the Age of Amazon Alexa

Characterised by their unique capabilities and autonomous nature, Voice-Controlled Smart Assistants (VCSAs) have rapidly gained popularity as one of the most prominent AI-based consumer technologies of this decade. However, while poised to revolutionise the customer journey, insight into the successful adoption and usage of VCSA devices, the perception and relationships that emerge as a result of usage, and the influence of such on the use of voice-shopping is limited. This study seeks to address this issue by bringing together theories on technology adoption, anthropomorphism, and user-VCSA relationships to establish a deeper understanding of VCSA usage and the associated impact on the potential use of voice-shopping capabilities, engagement, and future usage. Using questionnaires, personal diaries, and informal interviews, data from 14 participants was collected over an 8-week period, allowing for insight into how participants used and interacted with their VCSA device over time. The findings revealed that the adoption of VCSA devices is heavily influenced by the perceived benefits received, with continued usage regularly leading to the development of habits and positive experiences. As a result of continued and habitual usage, the findings also provide insight into the participants’ likelihood to anthropomorphise the device and the development of associated user-VCSA relationships. Finally, the findings shine light on the influence of habitual usage and user-VCSA relationships on the participants’ likelihood to use VCSA voice-shopping capabilities. The results of this study have theoretical and practical implications, contributing to a deeper understanding of factors affecting the adoption and continued usage of VCSA devices and their influence on voice-shopping, user engagement, and consumer behaviour.

Grantor dc:publisher.institution

University of Bradford

Author dc:creator

• Sammut, Rachel

Advisors dc:contributor.advisor

• Lal, Banita
• Ismagilova, Elvira

• Voice-Controlled Smart Assistants (VCSAs)
• Technology adoption
• Voice-shopping
• Artificial Intelligence (AI)
• Consumer behaviour
• Digital marketing
• Voice assistants
• Anthropomorphism
• Digital voice assistant
• Customer experience
• User-vcsa relationships

Statement dc:rights

• <a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/3.0/"><img alt="Creative Commons License" style="border-width:0" src="http://i.creativecommons.org/l/by-nc-nd/3.0/88x31.png" /></a><br />The University of Bradford theses are licenced under a <a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/3.0/">Creative Commons Licence</a>.

Language dc:language.iso

en

Repository record dc:identifier.uri

https://bradscholars.brad.ac.uk/handle/10454/20479

OAI identifier oai:identifier

oai:bradscholars.brad.ac.uk:10454/20479