How Voice Assistants Affect Customer Experience in Online Shopping

Flaswinkel AM, Bilstein N, Rump M, Souka M, Decker R (2022)
transfer – Zeitschrift für Kommunikation und Markenmanagement 68(2): 38-45.

Zeitschriftenaufsatz | Veröffentlicht | Englisch
 
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Abstract / Bemerkung
Technological advancements are transforming online shopping and thus im- pacting customer experience (CX). Even though more and more consumers are making online purchases via voice mode, this study shows that online shopping via voice-controlled touchpoints negatively affects CX compared to CX when shopping online via touchpoints that predominantly use touch input (e.g., smartphones or tablets), or touchpoints with intermediate-device input (e.g., PCs or laptops). Using data from a quantitative online survey, we examine how touchpoint technology influences CX via parasocial relationship, anthropo- morphism, and privacy concerns. We find that voice assistants only positively influence the parasocial relationship, and thereby CX as well, when these tech- nologies lead to higher perceptions of anthropomorphism.
Stichworte
voice assistants; customer experience; anthropomorphized agents; parasocial relationship; privacy concerns
Erscheinungsjahr
2022
Zeitschriftentitel
transfer – Zeitschrift für Kommunikation und Markenmanagement
Band
68
Ausgabe
2
Seite(n)
38-45
eISSN
1436-798X
Page URI
https://pub.uni-bielefeld.de/record/2963926

Zitieren

Flaswinkel AM, Bilstein N, Rump M, Souka M, Decker R. How Voice Assistants Affect Customer Experience in Online Shopping. transfer – Zeitschrift für Kommunikation und Markenmanagement. 2022;68(2):38-45.
Flaswinkel, A. M., Bilstein, N., Rump, M., Souka, M., & Decker, R. (2022). How Voice Assistants Affect Customer Experience in Online Shopping. transfer – Zeitschrift für Kommunikation und Markenmanagement, 68(2), 38-45.
Flaswinkel, A. M., Bilstein, N., Rump, M., Souka, M., and Decker, R. (2022). How Voice Assistants Affect Customer Experience in Online Shopping. transfer – Zeitschrift für Kommunikation und Markenmanagement 68, 38-45.
Flaswinkel, A.M., et al., 2022. How Voice Assistants Affect Customer Experience in Online Shopping. transfer – Zeitschrift für Kommunikation und Markenmanagement, 68(2), p 38-45.
A.M. Flaswinkel, et al., “How Voice Assistants Affect Customer Experience in Online Shopping”, transfer – Zeitschrift für Kommunikation und Markenmanagement, vol. 68, 2022, pp. 38-45.
Flaswinkel, A.M., Bilstein, N., Rump, M., Souka, M., Decker, R.: How Voice Assistants Affect Customer Experience in Online Shopping. transfer – Zeitschrift für Kommunikation und Markenmanagement. 68, 38-45 (2022).
Flaswinkel, Anne Mareike, Bilstein, Nicola, Rump, Markus, Souka, Mohamed, and Decker, Reinhold. “How Voice Assistants Affect Customer Experience in Online Shopping”. transfer – Zeitschrift für Kommunikation und Markenmanagement 68.2 (2022): 38-45.

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