AI-powered voice assistants: developing a framework for building consumer trust and fostering brand loyalty

This paper explores the role of artificial intelligence (AI)-powered voice assistants (VAs) in the context of online shopping, with a specific focus on Indian consumers. Through a quantitative research approach, data were collected with an online survey of 150 Indian participants based on constructs and measurement tools, which are meticulously defined, ensuring the reliability and validity of the results. The study (1) explores previous research to understand the use of AI-powered VAs in online shopping and their varied antecedents/dimensions; (2) analyses the influence of consumer trust on intention to use, satisfaction, and emotional attachment among individuals who use AI-powered VAs in online shopping; (3) develops a framework that reflects the antecedents of AI-powered VAs in online shopping and the outcome as brand loyalty, while taking consumer trust as the mediator for users’ intention to use AI-powered VAs, customer satisfaction, and emotional attachment in their journey towards brand loyalty; (4) studies how Alexa, an AI-powered VA, influences the consumer journey when shopping online in India and ultimately affects the brand loyalty of Indian consumers.