Will “Celebrity Image” Make Intelligent Voice Assistants More Popular with Consumers? —The Mediation of Flow Experience

Abstract

Abstract: Artificial intelligence applications represented by intelligent voice assistants are rapidly rising around the world, bringing convenience to consumers and opening up new business models for enterprises. As market competition intensifies, intelligent voice assistants have also experienced serious homogeneity and high content overlap. Previous product design ideas that only met the functional needs of consumers were difficult to establish an advantage in competing products. In order to solve this problem, companies combined products with celebrity images. This paper studies the influence of “celebrity image” and “AI image” on consumers’ intention to use and its internal mechanism from the perspective of product image. This study finds that intelligent voice assistants using celebrity images enjoys a higher intention of use by consumers. The flow experience plays a mediating role in this process. Consumer innovation and emotional attachment have moderating effects on this mediating pathway. The conclusion of this paper enriches the relevant research on the product image of intelligent voice assistants, analyzes the specific reasons for the influence of intelligent voice assistant’s “celebrity image” and “AI image” on consumers’ intention to use, develops a new theoretical research path for the celebrity effect in the artificial intelligence application design, and formulates theoretical guidance for marketing strategies.

Key words: intelligent voice assistant, celebrity image, flow experience, consumer innovation, emotional attachment

Du Wei, Zhu Xinfan. Will “Celebrity Image” Make Intelligent Voice Assistants More Popular with Consumers? —The Mediation of Flow Experience[J]. Management Review, 2024, 36(9): 129-140.

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