Virtual Assistant Usage Habit: The Mediating Role of Emotional and Cognitive Trust in the Context of Anthropomorphism, Enjoyment, Intelligence

KIYAK F. M., OFLAZOĞLU DORA S.

SERVICES MARKETING QUARTERLY, 2025 (ESCI) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Basım Tarihi: 2025
  • Doi Numarası: 10.1080/15332969.2025.2531683
  • Dergi Adı: SERVICES MARKETING QUARTERLY
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), Scopus, IBZ Online, ABI/INFORM, Business Source Elite, Business Source Premier, CAB Abstracts, CINAHL, Hospitality & Tourism Complete, Hospitality & Tourism Index, Library, Information Science & Technology Abstracts (LISTA), Veterinary Science Database
  • Hatay Mustafa Kemal Üniversitesi Adresli: Evet

Özet

The aim of this study is to examine the relationship between the habit of using virtual assistants and perceived anthropomorphism, perceived enjoyment and perceived intelligence. Additionally, the study tests the mediating role of emotional and cognitive trust in the relationship between perceived anthropomorphism, perceived intelligence and the habit of using virtual assistants. The research model was tested using the Structural Equation Modeling (SEM) approach. Data for the study were collected through an online survey from 598 consumers aged 18-25 residing in Turkey. This study advances consumer behavior literature and provides guidance to managers of emerging technology-based businesses.