Earticle

초록

영어

With the consideration of moderating role of trust disposition, this study aims to examine how autonomy affects consumers’ functional attachment and emotional attachment to voice assistant (VA), which in turn affect their continuance intention. An online questionnaire survey was conducted and 215 valid questionnaires were collected in China. Partial least squares structural equation modelling was used to analyse the data. The results prove that autonomy is positively associated with consumers’ functional attachment and emotional attachment to VA. Emotional attachment not only has a positive effect on consumers’ continuance intention, but also works as a mediator between functional attachment and continuance intention. Besides, a negative moderating role of trust disposition is found between autonomy and emotional attachment. This paper is the early attempt to investigate the significance of autonomy on consumers’ continuance intention of VA from the perspective of functional attachment and emotional attachment, with the consideration of moderating role of trust disposition. The research findings offer valuable insights for both scholars and practitioners in VA industry.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Literature Review
2.1. Attachment Theory
2.2. Voice Assistant (VA)
2.3. Autonomy of VA
2.4. Trust Disposition
Ⅲ. Research Framework and Hypotheses
3.1. The Effect of Autonomy on Consumers’ Functional and Emotional Attachment
3.2. The Effect of Functional Attachment and Emotional Attachment onConsumers’ Continuance Intention
3.3. The Moderating Role of Trust Disposition Between Autonomy and Functional Attachment, Emotional Attachment
Ⅳ. Methodology
4.1. Questionnaire Design and Measurement Items
4.2. Sampling and Data Collection
Ⅴ. Data Analysis
5.1. Assessment of Measurement Model
5.2. Common Method Bias (CMB)
5.3. Assessment of Structural Model
5.4. Post-hoc Analysis
Ⅵ. Discussion
6.1. Theoretical Implication
6.2. Practical Implication
6.3. Limitation
Ⅶ. Conclusion

저자

• Le Zhang [ Ph.D. Candidate & lecturer, Factulty of Economics and Management, Universiti Kebangsaan Malaysia & Faculty of Business, Taishan University, China ] Corresponding Author
• Hafizah Omar Zaki [ Senior lecturer, Factulty of Economics and Management, Universiti Kebangsaan Malaysia, Malaysia ]
• Sharizal Hashim [ Senior lecturer, Factulty of Economics and Management, Universiti Kebangsaan Malaysia, Malaysia ]
• Nor Asiah Omar [ Professor, Factulty of Economics and Management, Universiti Kebangsaan Malaysia, Malaysia ]

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