مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

بررسی تاثیر تعامل با دستیارصوتی هوشمند و ریسک درک شده و اصالت برند بر وفاداری برند: نقش میانجی اعتماد

نویسندگان
1 گروه مدیریت، دانشکده مدیریت و نوآوری، دانشگاه شهید اشرفی اصفهانی، اصفهان، ایران
2 گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران
چکیده
رفتار مصرف‌کنندگان در زمان استفاده از محصولات هوشمند مقلد انسان متفاوت است. هدف این پژوهش بررسی تاثیر تعامل با دستیار صوتی هوشمند و ریسک درک شده و اصالت برند بر اعتماد به عنوان یک متغیر میانجی و تاثیر آنها بر وفاداری برند است. نمونه‌ی آماری این تحقیق رفتار 156 نفر از مصرف‌کنندگان ایرانی دستیار صوتی هوشمند است که به وسیله‌ی پرسشنامه آزمون شده است. تجزیه و تحلیل داده‌ ها برای آزمون فرضیات پژوهش با نرم‌ افزارهای SPSS26 و Smart PLS 3 انجام شده است.
یافته‌ها نشان داد که تاثیر تعامل با دستیارصوتی هوشمند و اصالت برند بر اعتماد مثبت و معنادار است. تاثیر ریسک درک شده بر اعتماد معنادار نبود. تعامل با دستیارصوتی هوشمند بر وفاداری برند تاثیر معنادار نداشت، اما اصالت برند و اعتماد بر وفاداری برند تاثیر مثبت و معنادار داشتند. به طور کلی نتایج حاکی از این است که در عصر هوش مصنوعی متغیرهای تاثیرگذار در ایجاد اعتماد و وفاداری برند، تغییر کرده است. تعامل با هوش مصنوعی صوتی با تعامل در حوزه‌ های دیگر نتایج متفاوتی دارد و همچنین کاهش ریسک درک شده در زمان استفاده از هوش مصنوعی باعث ایجاد اعتماد نمی‌شود. با این حال اصالت برند در دنیای هوش مصنوعی بسیار با اهمیت است.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Investigating the Effect of Interaction with Smart Voice Assistant and Perceived Risk and Brand Authenticity on Brand Loyalty: The Mediating Role of Trust

نویسندگان English

Fouzieh Mahfoozpour 1
Reza Salehzadeh 2
Ali Esmaili 1
1 Department of Management, Faculty of Management and Innovation, Shahid Ashrafi Esfahani University, Isfahan, Iran
2 Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran
چکیده English

Consumers' behavior is different when using human-imitating smart products. The purpose of this research is to investigate the effect of interaction with smart voice assistant and perceived risk and brand authenticity on trust as a mediating variable and their effect on brand loyalty. The statistical population of this research consists of 156 Iranian consumers of smart voice assistants, who were tested using a questionnaire. Data analysis was performed using SPSS 26 and Smart PLS 3 software to test research hypotheses.
The findings showed that the effect of interaction with the smart voice assistant and brand authenticity on trust is positive and significant. The effect of perceived risk on trust was not significant. Interaction with the smart voice assistant had not a significant effect on brand loyalty, but brand authenticity and trust had a positive and significant effect on brand loyalty. Overall. the results indicate that the factors influencing the creation of trust and loyalty have changed in the age of artificial intelligence. Interaction with voice artificial intelligence has different results than interaction elsewhere, and also reducing the perceived risk of using artificial intelligence does not create trust. However, brand authenticity is very important in the world of artificial intelligence .

کلیدواژه‌ها English

Brand authenticity
Trust
Interaction with smart voice assistant
Perceived risk
Brand loyalty
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