Merchandising/Marketing/Retailing: Management

What Drives Competency-based and Integrity-based Trust in Voice Assistants?

Authors: Ran Huang (Indiana University) , Minjeong Kim (Indiana University) , Sharron Lennon (Indiana Univeristy)

Abstract

This study investigates the trust model in the context of voice assistants. Using online survey, the current research recruited 263 participants from Prolific. SEM results indicated that enjoyment, innovativeness, ease of use, and usefulness positively impacted competency-based trust, whereas humanness and autonomy positively impacted integrity-based trust. Competency-based trust positively influenced usage intention and WOM, whereas integrity-based trust only has a positive influence on WOM. This study offers empirical evidence regarding the roles of two types of trust in consumers’ continuous adoption of VAs. Practically, the results provide insight into how fashion retailers can encourage and enhance consumers’ relationship building with VAs.

Keywords: Voice assistant, trust, competence, integrity

How to Cite: Huang, R. , Kim, M. & Lennon, S. (2022) “What Drives Competency-based and Integrity-based Trust in Voice Assistants?”, International Textile and Apparel Association Annual Conference Proceedings. 78(1). doi: https://doi.org/10.31274/itaa.13585