مقاله انگلیسی تأثیر دلبستگی عاطفی مصرف کننده – VAI بر رضایت و قصد خرید مجدد
Abstract
Introduction
Conceptual background and hypothesis development
Conceptual framework
Studies overview
General discussion and implications
Limitations and future research directions
References
Introduction
Jane and her family have been eating at home and trying different recipes. As Jane struggles with dinner ideas, she asks her voice-activated artificial intelligent device, Alexa, for an easy recipe that she can make quickly. Alexa asks her what she feels like eating, and based on Jane’sdisclosure, Alexa suggests some easy recipes using the Campbell’s soup Jane bought last week. As Jane carries on with her cooking, Alexa reminds Jane that she has Dunkin Donuts coupons, which she can use for her next coffee purchase, and reminds her that it is time for her weekly grocery shopping. To that, Jane nods and says, “Hey Alexa, order groceries for me.” Does this scenario sound unrealistic? In fact, this is the new consumption reality. Voiceactivated artificial intelligence assistants (VAIs) such as Alexa, Siri and Google are becoming a part of consumers’ households and their daily lives (Moriuchi, 2019). More than 55% of households in the USA are likely to have a VAI by 2022, with a reported eight billion VAIs in use by 2023 (Morar, 2019). VAIs are becoming an essential part of people’s everyday lives (Oakes, 2020) and creating an additional touchpoint between firms and consumers (Sciuto et al., 2018), providing a novel path for purchases such as groceries (Simms, 2019). Acknowledging the increasing popularity of VAIs, grocery retailers are devising marketing strategies to become part of this consumer–VAI relationship, and more importantly, consumers’ grocery purchases and repurchases through VAIs. Retailers such as Walmart and Carrefour are now providing grocery services in France through Google’s VAIs to compete with Alexa’s grocery services (Schulze, 2019; Sword, 2020). In the UK, grocery retailers Ocado and Morrison have partnered with Amazon’s Alexa, taking advantage of Alexa’s voice assistance for ordering and repurchasing groceries (Thakker, 2019). These strategic partnerships between grocery retailers and VAIs indicate how VAIs are transforming firm–consumer relationships by becoming channels for consumers to get product information and purchase and repurchase products and groceries (Dawar and Bendle, 2018; Simms, 2019).