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Schossmann, Verena LU and Nowak, Eva-Maria LU (2019) BUSN39 20191
Department of Business Administration
Abstract
Purpose: This thesis attempts to investigate (1) if Parasocial Relationships between users and Voice Assistants exist, (2) if product-related factors affect the formation of this Parasocial Relationship and (3) if the users’ Relationship Attachment Styles are moderating the influence of product-related factors on the formation of Parasocial Relationships. These aims were pursued by testing the influence of product- as well as social-related factors.
Method: The present study followed a deductive research approach and focused on a quantitative research method, wherefore an online questionnaire was used. Non-probability sampling (convenience and snowball sampling) was applied, to reach a final target sample of 146 Voice Assistant users... (More)
Purpose: This thesis attempts to investigate (1) if Parasocial Relationships between users and Voice Assistants exist, (2) if product-related factors affect the formation of this Parasocial Relationship and (3) if the users’ Relationship Attachment Styles are moderating the influence of product-related factors on the formation of Parasocial Relationships. These aims were pursued by testing the influence of product- as well as social-related factors.
Method: The present study followed a deductive research approach and focused on a quantitative research method, wherefore an online questionnaire was used. Non-probability sampling (convenience and snowball sampling) was applied, to reach a final target sample of 146 Voice Assistant users between 18 and 35 years. For analyzing the data, descriptive statistic and inferential statistics, including Pearson’s Product Moment Correlation and ANOVA, were used.
Results: The results show that Parasocial Relationships between users and Voice Assistants exist and further are affected by various product-related factors (anthropomorphism, perceived enjoyment, perceived usefulness and security risk). Nevertheless, Parasocial Relationships differ based on the users’ Relationship Attachment Styles. More specifically, these social-related factors moderate the Parasocial Relationships between users and Voice Assistants.
Theoretical Implication: This study made the concept of Parasocial Relationships applicable to Voice Assistants, meaning relationships between users and Voice Assistants can be classified as such. Further, the importance of social-related factors was proved, stating that focusing only on product-related factors, is insufficient.
Practical Implications: Due to the existence of Parasocial Relationships, Voice Assistants are influencing users in the same way as close friends do. This helps manufacturers to specifically advertise their own private labels and further simplifies gathering private data because of the close connection between users and devices. Moreover, it helps to especially address the needs
of users based on their Relationship Attachment Styles which strengthens Parasocial Relationships even more.
Original Value: This study was the first one to prove the existence of a Parasocial Relationship between users and Voice Assistants and in addition confirmed that Relationship Attachment Styles moderate this relation. (Less)
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author
Schossmann, Verena LU and Nowak, Eva-Maria LU
supervisor
organization
alternative title
Parasocial Relationships with Voice Assistants and the Role of Product-Related and Social-Related Factors
course
BUSN39 20191
year
type
H1 - Master's Degree (One Year)
subject
keywords
Voice Assistants, Parasocial Relationships, Social Relationship, Relationship Attachment Styles, Product-Related Factors, Social-Related Factors
language
English
id
8980663
date added to LUP
2019-08-13 13:07:43
date last changed
2019-08-13 13:07:43
@misc{8980663,
  abstract     = {Purpose: This thesis attempts to investigate (1) if Parasocial Relationships between users and Voice Assistants exist, (2) if product-related factors affect the formation of this Parasocial Relationship and (3) if the users’ Relationship Attachment Styles are moderating the influence of product-related factors on the formation of Parasocial Relationships. These aims were pursued by testing the influence of product- as well as social-related factors.
Method: The present study followed a deductive research approach and focused on a quantitative research method, wherefore an online questionnaire was used. Non-probability sampling (convenience and snowball sampling) was applied, to reach a final target sample of 146 Voice Assistant users between 18 and 35 years. For analyzing the data, descriptive statistic and inferential statistics, including Pearson’s Product Moment Correlation and ANOVA, were used.
Results: The results show that Parasocial Relationships between users and Voice Assistants exist and further are affected by various product-related factors (anthropomorphism, perceived enjoyment, perceived usefulness and security risk). Nevertheless, Parasocial Relationships differ based on the users’ Relationship Attachment Styles. More specifically, these social-related factors moderate the Parasocial Relationships between users and Voice Assistants. 
Theoretical Implication: This study made the concept of Parasocial Relationships applicable to Voice Assistants, meaning relationships between users and Voice Assistants can be classified as such. Further, the importance of social-related factors was proved, stating that focusing only on product-related factors, is insufficient.
Practical Implications: Due to the existence of Parasocial Relationships, Voice Assistants are influencing users in the same way as close friends do. This helps manufacturers to specifically advertise their own private labels and further simplifies gathering private data because of the close connection between users and devices. Moreover, it helps to especially address the needs
of users based on their Relationship Attachment Styles which strengthens Parasocial Relationships even more.
Original Value: This study was the first one to prove the existence of a Parasocial Relationship between users and Voice Assistants and in addition confirmed that Relationship Attachment Styles moderate this relation.},
  author       = {Schossmann, Verena and Nowak, Eva-Maria},
  keyword      = {Voice Assistants,Parasocial Relationships,Social Relationship,Relationship Attachment Styles,Product-Related Factors,Social-Related Factors},
  language     = {eng},
  note         = {Student Paper},
  title        = {HELLO FROM THE OTHER SIDE!},
  year         = {2019},
}