Purpose This study examines how the locus of agency of brands' artificial intelligence (AI)–
powered voice assistants (VAs) could lead to brand loyalty through perceived control, flow …

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) …

As artificial intelligence (AI) technology has advanced, it has become crucial to promoting
service innovation and evolution. However, whether and when consumers prefer AI-enabled …

Purpose This paper aims to establish and empirically investigate a research model
examining the effect of four dimensions of the technology readiness index–optimism …

This research reveals a novel downside effect of the emerging AI-powered voice assistant
(vs. the prevalent touch panel) in the hotel in-room technology context. Building on the …

This study demonstrates that consumers' perceptions of voice assistant device (VAD)
elements promote psychological ownership and interface flow experience, resulting in …

The enhancement of consumer well-being is critical for technology companies in building
customer loyalty. Voice assistants (VAs), as the intelligent products launched by technology …

The engagement between customers and brands is being transformed by artificial
intelligence (AI). However, there has been little study into AI-powered customer experiences; …

In a changing world, where artificial intelligent devices are communicating with consumers,
understand the communication interaction between firms and consumers is key to the …

Purpose This study aims to examine users' affective relationships with smart voice assistants
(SVAs) and aims to analyze how these relationships explain user engagement behaviors …