"Oh, happy day!" Examining the role of AI-powered voice assistants as a positive technology in the formation of brand loyalty

Team: Jennifer Huh, Dr. Hye-Young Kim, Garim Lee  

Program: Retail Merchandising

This project investigates the role of AI-powered voice assistants as a positive technology tool that brings an increase in a person’s wellness, self-growth, and happiness.

AI-powered voice assistants have brought drastic changes to consumers’ lifestyles by allowing consumers to search for information, complete transaction, and play music in an entirely hands-free manner, enhancing the overall life quality. In spite of their exponential potential that enhances interactive digital experiences and brings a huge impact on consumers and brands, little effort has been made to develop an exclusive voice channel and a unique voice that matches a brand image.

Therefore, this research investigates as to how AI-powered voice assistants can cater to strikingly enhanced life experiences on a daily basis while taking a bridge role between consumers and brands. Based on the positive technology paradigm and transformation of flow strategy, this research conducted a 2 (locus of agency: high vs. low) by 2 (brand image-voice congruency: congruent vs. incongruent) between-subjects experimental study to assess the effects on perceived control, flow, consumer happiness, and brand loyalty.

The findings revealed that, when designed to promote individual control over the environment and when matched with a voice that is coherent to brand image, brands’ AI-powered voice assistants could be an effective tool that enhances consumers’ experiences and happiness, thereby offering personal resources for building a committed relationship with brands.