“Alexa, order me a pizza!”: The mediating role of psychological power in the consumer–voice assistant interaction

This article investigates the consumer–voice assistant (VA) interaction in context of food and beverage purchase choices role that psychological power plays consumer decision-making process. A series experimental studies demonstrate both involvement condition meditate consumers' willingness to purchase. As a result, we find consumers are more likely low than high-involvement products through VA technology, particularly when experiencing high-power states. study broadens our understanding VAs their ability shape With an explicit focus on power, this illustrates how success voice commerce may largely rest promotion low-involvement enable conditions which drive