How Does Interactivity Shape Users' Continuance Intention of Intelligent Voice Assistants? Evidence from SEM and fsQCA.

Purpose: With the rapid expansion in the use of intelligent voice assistants (IVAs) in people's daily lives, how to improve users' continuous intention is crucial for the sustainable development of intelligent voice technology. Utilizing the stimulus-organism-response (S-O-R) framework, we propose a theoretical model to examine how three dimensions of interactivity (ie, two-way communication, responsiveness, perceived control) impact individuals' affective reactions (ie, psychological ownership, subjective well-being) and continuance intention of IVAs and how that effect differs technology readiness. Methods: To validate the proposed model, 412 valid samples were collected in China and underwent analysis using a comprehensive approach that incorporated partial least squares-structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA). Results: The findings from the PLS-SEM analysis indicate that three dimensions of interactivity have significant impacts on affective reactions to varying degrees, thus affecting users' continuance intention. Among these dimensions, responsiveness is the strongest predictor of affective reactions. Additionally, the impact of subjective well-being on continuance intention is stronger when users with high technology readiness. Finally, the results from fsQCA support the PLS-SEM findings and provide three configurations with different combinations of antecedents that sufficiently explain high continuance intention. Conclusion: Our findings reveal the internal mechanisms through which the three dimensions of interactivity impact users' continued usage of IVAs. This study is among the first to examine the effects of dimensions of interactivity on behavioral intentions, utilizing both symmetric (PLS-SEM) and asymmetric (fsQCA) methodologies to identify the most significant dimensions of interactivity and determine sufficient combinations of dimensions to predict users' intention to continue using IVAs. These findings offer valuable and fresh insights for both theoretical understanding and practical application.

The impact of perceived control and power on adolescents' acceptance intention of intelligent online services.

A higher level of intelligence can improve adolescents' interactions with intelligent online services, although overemphasizing intelligent online services may nullify their sense of autonomy and in turn affect their acceptance intention. Enterprises have therefore focused on the best ways through which to provide intelligent online services. Based on the technology acceptance model, this study constructs a theoretical model of the impact of perceived control and power on adolescents' acceptance intention of intelligent services. Through a scenario experiment involving an intelligent online recommendation service, 195 participants were obtained to test the model. The results show that the adolescents' perceived control affects their acceptance intention of intelligent online services through their perceived usefulness. The adolescents' sense of power moderates the influence of perceived control on perceived usefulness. This study supplements the research on intelligent online services and provides a reference for online merchants seeking to design such service processes.

Factors influencing consumers' willingness to accept service robots: Based on online reviews of Chinese hotels.

The application of robots in service industry is increasing. Compared with related studies in other countries, the research on users' acceptance of mid-range and high-range hotel service robots in China is preliminary. Based on the interaction between Chinese consumers and hotel service robots, this study explored the factors that influence consumers' willingness to accept robots in human-robot interaction. According to the service robot integration willingness scale (performance efficacy, intrinsic motivation, anthropomorphism, social influence, facilitating conditions, and emotion), this study conducted content analysis and sentiment analysis on 4,107 online reviews from 68 mid-range and high-range hotels in Qunar. The results showed that users' overall evaluation of robot service in mid-range and high-range hotels is positive. The most frequently mentioned dimension by users is performance efficacy, followed by intrinsic motivation, anthropomorphism, and emotion, finally, the facilitating conditions, the five dimensions have positive impact on users' evaluation of service robots; the influence of social influence on human-robot interaction evaluation has not been found. This study supplements the research on service robot and provides a reference for hotel managers to make decisions.

Effect of e-service quality on customer engagement behavior in community e-commerce.

Customer engagement behavior is a critical success factor for community e-commerce. While many community e-commerce websites are currently improving service quality to enhance customer engagement behavior, little is known about how such e-services affect customer engagement behavior. Building upon the stimulus-organism-response (SOR) model, this study developed a research model to explain how e-service quality of community e-commerce platform affects customer engagement behavior through customer trust and perceived risk. The research model was empirically evaluated by surveying 326 customers who have shopped through the community e-commerce platforms. The results indicate that e-service quality (system design, intelligent fulfillment, security assurance, and interactive service) positively affects customer engagement behavior. Besides, customer trust and perceived risk play a mediating role between e-service quality and customer engagement behavior. This study offers recommendations to managers on how to build an attractive community e-commerce platform to stimulate customer engagement behavior.

Effect of Product Presentation Videos on Consumers' Purchase Intention: The Role of Perceived Diagnosticity, Mental Imagery, and Product Rating.

The product presentation videos on E-commerce platforms have a significant influence on consumers' purchase decisions, and enterprises have focused on choosing the type of product presentation videos. Based on the resource matching theory, mental imagery theory and cue utilization theory, this study investigated the influence of product presentation videos type (product appearance video vs. product usage video) on consumers' purchase intention and the moderating effect of product rating (low vs. high). Through three pre-experiments and two formal experiments, the results showed that the product usage video has a stronger effect on consumers' purchase intention more than the product appearance video, which is mediated by perceived diagnosticity and mental imagery. In addition, product rating moderated the influence of product presentation videos type on consumers' purchase intention. The product usage video would improve consumers' purchase intention more than the product appearance video when the product rating is high; however, there is no significant difference in the impact of two types of videos on consumers' purchase intention when the product rating is low. This study supplements the research on product presentation videos and provides a reference for online retailers to select effective product presentation videos.