Consumer Behavior

The Impact of Perceived Humanlikeness of Voice Assistants on Purchase Intention

  • Claire Whang orcid logo (California State Polytechnic University - Pomona)
  • Sanga Song (Indiana University, East)


Voice assistants offer personal assistance for users in various areas, including shopping. Using Epley et al's (2007) anthropomorphism model as a theoretical framework, The current study aims to examine the relationships between consumers’ personality traits, their perception of the humanlikeness of voice assistants, parasocial relationships, and purchase decisions. An online survey was conducted with a total of 171 usable data.Measurements were adopted from the existing literature. The results confirmed the importance of the humanlikeness of voice assistants in voice shopping. Further,as Epley et al. (2007) proposed, loneliness and risk-avoidance were predictors of perceiving voice assistants as more humanlike agents. This study contributes to voice shopping literature.

Keywords: anthropomorphism, humanlikeness, Alexa, Voice shopping, voice assistant

How to Cite:

Whang, C. & Song, S., (2019) “The Impact of Perceived Humanlikeness of Voice Assistants on Purchase Intention”, International Textile and Apparel Association Annual Conference Proceedings 76(1). doi:

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Published on
15 Dec 2019