Macquarie University
01whole.pdf (728.45 kB)

Siri or Google Assistant?: The impact of voice assistant anthropomorphism on consumer usage intention

Download (728.45 kB)
posted on 2022-03-29, 00:03 authored by Fatima Shahid
Voice Assistants (VAs) will play a central role in consumer living over the next decade. The fundamental decision in this regard is whether the VA should communicate with the consumers like a machine or should have human features. This research investigates the impact of human-like or machine-like tone and interaction style of VAs on consumer usage intention. This study also attempts to demonstrate how this relationship changes according to consumers acceptance to new technology and the type of the brand being warm or cold. This study extends the literature on service marketing by making recommendation on what conversational style to choose when interacting with consumers -- abstract.


Table of Contents

Chapter 1. Introduction -- Chapter 2. Theoretical background -- Chapter 3. Consumer usage intention -- Chapter 4. Moderating effect of technology readiness (TR) as individual trait -- Chapter 5. Moderating effect of brand type -- Chapter 6. Theoretical framework -- Chapter 7. Methodology -- Chapter 8. Experiment 1: single factor experiment -- Chapter 9. Experiment 2: 2x2 factor experiment -- Chapter 10. Conclusion and discussion -- Appendices


Theoretical thesis. Bibliography: pages 93-132

Awarding Institution

Macquarie University

Degree Type

Thesis MRes


MRes, Macquarie University, Macquarie Business School, Department of Marketing

Department, Centre or School

Department of Marketing

Year of Award


Principal Supervisor

Yi Li


Copyright Fatima Shahid 2019




1 online resource (133 pages)

Former Identifiers