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Relational cohesion between users and smart voice assistants

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IMPORTANT: Aquest repositori està en una versió antiga des del 3/12/2023. La nova instal.lació está en https://roderic.uv.es/

Relational cohesion between users and smart voice assistants

dc.contributor.author	Hernández Ortega, Blanca Isabel
dc.contributor.author	Aldás Manzano, Joaquín
dc.contributor.author	Ferreira, Ivani
dc.date.accessioned	2023-06-29T07:07:03Z
dc.date.available	2023-06-30T04:45:06Z
dc.date.issued	2022	es_ES
dc.identifier.citation	Hernández-Ortega, B., Aldas-Manzano, J. and Ferreira, I. (2022), "Relational cohesion between users and smart voice assistants", Journal of Services Marketing, Vol. 36 No. 5, pp. 725-740.	es_ES
dc.identifier.uri	https://hdl.handle.net/10550/88581
dc.description.abstract	Purpose – This study aims to examine users’ affective relationships with smart voice assistants (SVAs) and aims to analyze how these relationships explain user engagement behaviors toward the brands of SVAs. Drawing on relational cohesion theory, it proposes that cohesion between users and SVAs influences brand engagement behaviors, that is, continuing purchasing other products of the brand, providing knowledge to the brand and referring the brand. Design/methodology/approach – Data from a survey of 717 US regular SVA users confirm the validity of the measurement scales and provide the input for the covariance-based structural equation modeling. Findings – The results demonstrate that frequent user-SVA interactions evoke positive emotions, which encourage cohesive relationships. Pleasured-satisfaction and interest emerge as strong emotions. Moreover, relational cohesion between users and SVAs promotes engagement with the brand of the assistant. Originality/value – This paper applies an interpersonal approach in a context that, to date, has been examined from a predominantly technological perspective. It shows that users develop positive emotions toward smart technologies through their interactions, and establishes the importance of building affective relationships. To the best of the authors’ knowledge, this is the first study to analyze cohesion between users and smart technologies and to examine the effect of this cohesion on user engagement with the brand.	es_ES
dc.language.iso	en	es_ES
dc.publisher	Emerald	es_ES
dc.subject	relationship marketing	es_ES
dc.subject	artificial intelligence	es_ES
dc.subject	customer engagement	es_ES
dc.subject	technology and service	es_ES
dc.subject	smart voice assistants	es_ES
dc.subject	relational cohesion	es_ES
dc.subject	engagement behaviors	es_ES
dc.subject	positive emotions	es_ES
dc.subject	interactions	es_ES
dc.title	Relational cohesion between users and smart voice assistants	es_ES
dc.type	journal article	es_ES
dc.subject.unesco	UNESCO::CIENCIAS ECONÓMICAS	es_ES
dc.identifier.doi	10.1108/JSM-07-2020-0286	es_ES
dc.accrualmethod	S	es_ES
dc.embargo.terms	0 days	es_ES
dc.type.hasVersion	VoR	es_ES
dc.rights.accessRights	open access	es_ES