Artificial intelligence in voice assistants: User benefits explored

Abstract This study demonstrates that consumers' perceptions of voice assistant device (VAD) elements promote psychological ownership and interface flow experience, resulting in satisfaction with, and loyalty toward VADs. To that end, this study collected VAD users in the United States and conducted structural equation modeling to empirically examine the relationships among the variables. The empirical findings indicated that perceived artificiality and intelligence had significant influences on psychological ownership and flow experience. In addition, the empirical results demonstrated that psychological ownership resulted in flow experience with VADs, significantly affecting customer satisfaction and loyalty toward VADs. Finally, customer satisfaction had a significant impact on loyalty. Based on the empirical findings, this study provided meaningful implications for marketing scholars and practitioners.