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<p>Artificial intelligence (AI) voice assistants are redefining how consumers interact with brands; however, there remains a limited understanding of this emerging subject area. This study outlines the relationship between the attributes of voice assistants, consumers’ perceptual reactions (perceived control and AI-enabled service quality), and brand outcomes (loyalty). The research combines partial least squares structural equation modelling (PLS-SEM), necessary condition analysis (NCA), and combined importance-performance map analysis (cIPMA) to examine the model. The results indicate that perceived anthropomorphism and perceived customisation significantly impact AI-enabled service quality. Perceived customisation and perceived animacy positively influence perceived control. Perceived control has a significant impact on AI-enabled service quality, which ultimately results in brand loyalty. This study offers a comprehensive framework for understanding how AI voice assistants foster consumer behaviour (brand loyalty).</p>

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Speaking to loyalty: a cIPMA approach to understanding AI voice assistant service outcomes

  • 期刊论文

  • 发表日期：

    2025年12月4日

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  • Ziqiang Wu,
  • Eugene Cheng-Xi Aw,
  • Garry Wei-Han Tan,
  • Chia-Chi Liu

摘要

Artificial intelligence (AI) voice assistants are redefining how consumers interact with brands; however, there remains a limited understanding of this emerging subject area. This study outlines the relationship between the attributes of voice assistants, consumers’ perceptual reactions (perceived control and AI-enabled service quality), and brand outcomes (loyalty). The research combines partial least squares structural equation modelling (PLS-SEM), necessary condition analysis (NCA), and combined importance-performance map analysis (cIPMA) to examine the model. The results indicate that perceived anthropomorphism and perceived customisation significantly impact AI-enabled service quality. Perceived customisation and perceived animacy positively influence perceived control. Perceived control has a significant impact on AI-enabled service quality, which ultimately results in brand loyalty. This study offers a comprehensive framework for understanding how AI voice assistants foster consumer behaviour (brand loyalty).