A recent study published in Computers in Human Behavior shows that the more human-like virtual assistants sound, the safer people feel using them for voice shopping. The research indicates that when these digital helpers exhibit characteristics similar to our own, such as having a friendly voice, users are not only more inclined to trust them with personal information but are also more likely to use them for shopping.
In the digital age, virtual assistants like Alexa, Google Home, and Siri have become household staples, capable of performing tasks ranging from setting alarms to purchasing products online. Yet, despite their convenience, a lingering question of safety and trust has inhibited some users from fully embracing these technologies for shopping.
Researchers in Spain embarked on a study to explore how the human-like qualities of these assistants might influence users’ perceptions of safety, ultimately affecting their willingness to engage in voice shopping. The team was driven by the observation that while virtual assistants are increasingly integrated into our daily lives, their use for shopping through voice commands remains relatively unexplored.
“This topic is vital as it bridges the gap between technological innovation and human psychology, offering insights into how voice technology can be made more appealing and trustworthy,” said study author Guillermo Calahorra-Candao, PhD in Economics and Business Research at the University of Zaragoza.
“It emphasizes the importance of understanding user perceptions in the rapidly evolving world of e-commerce, where trust plays a critical role in adoption. The study also points to broader implications for the design of AI interfaces, suggesting that the humanization of technology could be key to its wider acceptance and use in various sectors beyond just shopping.”
The study involved an online survey with participants who were already familiar with virtual assistant technology and the concept of voice shopping. Each participant was randomly assigned to interact with one of three popular virtual assistants: Alexa, Google Home, or Siri.
Participants listened to audio clips of these assistants reading product reviews and were then asked questions to ensure they were paying attention to the content. The survey aimed to assess participants’ perceptions of the virtual assistant’s human-like qualities, including their voice and the sense of presence or friendliness they conveyed.
Participants reported feeling safer and more inclined to use virtual assistants for shopping when these devices exhibited more human-like characteristics, such as a warm and friendly voice. This sense of increased safety was directly linked to a higher likelihood of participants using virtual assistants for making purchases and recommending voice shopping to others. Essentially, the study found that the more we can relate to these assistants on a human level, the more trustworthy and useful they become in our eyes.
“This study highlights that the more human-like a virtual assistant appears, particularly in terms of its voice, the more likely it is to be trusted by users,” Calahorra-Candao told PsyPost. “This insight is important as it shows that technological advancements in making virtual assistants seem more ‘human’ can significantly impact user behavior.”
“We suggest that as virtual assistants become more prevalent in daily life, particularly in areas like voice shopping, their design will play a crucial role in user acceptance and trust. Our study indicates that users might not only feel more comfortable but also more secure when interacting with voice assistants that have human-like qualities.”
However, the study is not without its limitations. The research focused primarily on general information and purchase searches, hinting at the need for future studies to delve into specific product categories. Additionally, the cross-sectional nature of the study suggests that longitudinal research, tracking changes over time, could provide deeper insights into how our interactions with virtual assistants evolve as technology advances. The researchers also highlighted the potential for further investigation into how different types of voices — beyond simply being human-like — might impact users’ perceptions of safety and their shopping behavior.
“Our study’s findings on perceived safety are based on current technology and user attitudes, which are subject to change as voice-assisted shopping evolves,” Calahorra-Candao said. “This dynamic nature suggests that what is perceived as safe today might be viewed differently in the future. Additionally, our study primarily focuses on the voice aspect of virtual assistants, leaving room for exploring other elements like visual representation and interactive capabilities. These areas could further influence user trust and acceptance, pointing to a broader scope for future research in human-technology interaction.”
“This research not only informs the field of technology design but also offers insights into consumer psychology and marketing strategies,” Calahorra-Candao added. “The findings suggest that as voice shopping and virtual assistants become more integrated into our lives, businesses and developers need to pay close attention to how these technologies are humanized to foster trust and ease of use among consumers. Furthermore, this study serves as a foundation for exploring other aspects of human-technology interactions, encouraging a multidisciplinary approach to understand the full impact of anthropomorphism in digital interfaces.”
The study, “The effect of anthropomorphism of virtual voice assistants on perceived safety as an antecedent to voice shopping“, was authored by Guillermo Calahorra-Candao and María José Martín-de Hoyos.
