Relational cohesion between users and smart voice assistants

Abstract

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 toward the brands of SVAs. Drawing on relational cohesion theory, it proposes that cohesion between users and SVAs influences brand engagement behaviors, that is, continuing purchasing other products of the brand, providing knowledge to the brand and referring the brand.

Design/methodology/approach

Data from a survey of 717 US regular SVA users confirm the validity of the measurement scales and provide the input for the covariance-based structural equation modeling.

Findings

The results demonstrate that frequent user-SVA interactions evoke positive emotions, which encourage cohesive relationships. Pleasured-satisfaction and interest emerge as strong emotions. Moreover, relational cohesion between users and SVAs promotes engagement with the brand of the assistant.

Originality/value

This paper applies an interpersonal approach in a context that, to date, has been examined from a predominantly technological perspective. It shows that users develop positive emotions toward smart technologies through their interactions, and establishes the importance of building affective relationships. To the best of the authors’ knowledge, this is the first study to analyze cohesion between users and smart technologies and to examine the effect of this cohesion on user engagement with the brand.

Citation

Hernández-Ortega, B., Aldas-Manzano, J. and Ferreira, I. (2022), "Relational cohesion between users and smart voice assistants", Journal of Services Marketing, Vol. 36 No. 5, pp. 725-740. https://doi.org/10.1108/JSM-07-2020-0286