Warmth or competence? Understanding voice shopping intentions from Human-AI interaction perspective

As increasing merchants launched AI chatbots based voice shopping, how to lead customers to embrace the emerging voice shopping channel is a key issue raised by many merchants. Despite considerable researchers’ efforts in understanding voice shopping, the mechanism of how human-AI interaction fluency predicts consumers’ voice shopping intentions is still unclear. Based on the stereotype content model, a research model was developed and empirically tested through a series of experiments. The results demonstrate that human-AI interaction fluency positively affect two stereotype attributes, namely, perceived competence and perceived warmth, which further determine consumers’ voice shopping intentions. In addition, the impact of human-AI interaction fluency on voice shopping intentions via perceived warmth will be enhanced in the low purchase goal certainty scenario, while the impact via perceived competence will be enhanced in the high purchase goal certainty scenario. Meanwhile, the impact remained similar in the low purchase involvement scenario, but varied in the high purchase involvement scenario.