What Speaks to Us: Comparing Attitudes to Text- and Voice-based Purchase Reminders

Sammanfattning: Despite the rapidly increasing usage of virtual personal assistants (VPAs), little research has been devoted to how consumers respond to commercial VPA messages. This study makes an initial contribution by analyzing responses to a purchase reminder. A 2x2 online survey-based experiment (n=195) exposed participants to different versions of a reminder to purchase batteries. Reminders differed in terms of stimuli mode (voice/text) and language complexity (high/low). The findings indicate that high-complexity reminders were viewed more favorably than low-complexity reminders. No significant difference was found between voice and text reminders. In addition, the attitude towards the reminder was shown to be positively related to purchase intentions, brand attitudes and usage intentions.