Sociable robots or focused speakers? Transforming customer experience with communication style and embodiment type in smart home devices adoption

Datos Bibliográficos

ID21452020
AutoresJian Shi (0000-0003-1284-5011, China International Communications Group), Cong Lin (0000-0003-4926-2776, Tsinghua Univeristy), Haocheng Wang (0009-0000-8500-6054, Renmin University of China), Haochen Wang (0009-0009-7136-0955, Renmin University of China), Soyoung Jung (0000-0002-1010-6250, Dong-A University), Na Ta (0000-0001-7095-4262, Renmin University of China, autor de correspondencia), Ruhao Liu (Renmin University of China), Yuxin Gao (0000-0003-3384-7331, Design, University of Toronto), Huajie Cao (0009-0009-0347-3202, Michigan State University)
Año2025
Volumen44
Número14
Páginas3559-3574
Fecha de publicación2025-08-27
Peer ReviewedSí
Open AccessNo
TipoARTICLE
RevistaBehaviour and Information Technology (JOURNAL)
Identificadores de la revistaISSN: 0144-929X • E-ISSN: 1362-3001
EditorialInforma UK Limited (PUBLISHER • GB)
DOI10.1080/0144929x.2025.2485401
OpenAlexW4409174463
IdiomaEN
Citas recibidas3
Referencias citadas84

The rising demand for AI-powered smart home solutions has produced a recent surge in the adoption of smart home devices (SHDs). SHDs are uniquely situated within private, personal environments, and understanding the impact of device design on users’ parasocial relationship, privacy perceptions, and overall adoption is crucial; however, the literature lacks a satisfactory exploration of this essential facet of integrating intelligent devices into everyday living. This study addresses this deficit by analysing the nuanced interplay between device design features and user adoption intentions. An online experiment was conducted using a 2 (communication style: task-oriented vs. social-oriented) × 3 (embodiment type: application voice vs. virtual animation vs. physical robot) between-subjects design (N = 297). The findings indicate that SHDs employing a social-oriented communication style, while promoting stronger parasocial interactions, are simultaneously correlated with increased perceptions of privacy risk when compared to those utilising a task-oriented communication style. The more embodied the SHDs, the stronger the perceived parasocial interaction. Furthermore, higher perceived privacy risks negatively affect purchase intention. The findings provide novel insights into the design of SHDs that not only address privacy concerns but also create positive user experiences in IoT-based smart homes, thereby fostering long-term adoption

Art · Business · Human–computer interaction · Robot · Style (visual arts) · Visual arts · AI in Service Interactions · Artificial Intelligence · Communication · Computer Science · Digital Marketing and Social Media · Psychology · Social Robot Interaction and HRI