The Role of Trusting Beliefs in Voice Assistants during Voice Shopping

Artificial intelligence-based voice assistants (VAs) such as Amazon Alexa deliver personalized product recommendations in order to match consumers’ needs. The use of for shopping purposes incorporates elements risk affecting when and how they are considered trusted relationship partners. In this uncertain environment, it is unclear ‘when’ capable gaining trust ‘how’ the development a affects decisions. This research explores effect trusting beliefs towards on decision satisfaction through indirect consideration set size (n. options), context shopping. Findings an individual-session online experiment (N = 180) show positive direct customer’s mediating role size, confirming bias default choices. study highlights consequences AI-enabled decision-making during utilitarian purchases.