The diffusion of voice assistants (VAs) has begun to attract the attention of marketing scholars. The user-VA interaction is based on dynamic learning and adaptation algorithms, which require data regarding multiple users’ personal profile, attitudes and behaviours to operate correctly. On a more general level, practices of the mass collection/processing of consumer data by companies are growing, and in parallel, the protection of privacy is increasingly subject to important regulatory restrictions (e.g., the GDPR in Europe). Early studies in the marketing field have investigated consumers' perceptions about the risk of privacy violation regarding individual data (perceived privacy risk) collected by VAs and its relationships with attitudinal and behavioural responses towards these technologies. However, consumers' responses towards brands (e.g., Google), with which the user interacts through the name-brand voice assistant (e.g., Google Assistant), have not yet been studied. Consequently, this article aims to begin to fill this gap by analysing the relationship between perceived privacy risk and brand trust mediated by attitude towards the brand in the specific name-brand voice assistant experiential context. To achieve this objective, a quantitative research design is developed based on the administration of questionnaires and the application of regression analyses. The results show significant direct and indirect effects of perceived privacy risk on brand trust. Finally, this article contributes to the nascent strand of studies on the effects of users’ perceptions on branding outcomes in the name-brand voice assistant context and makes practitioners aware that perceived privacy risk can damage both brand attitude and brand trust.

“Ok, Google!” are my data safe? The mediated effect of perceived privacy risk on brand trust / Patrizi, Michela; Vernuccio, Maria; Pastore, Alberto. - (2021), pp. 1-5. (Intervento presentato al convegno 20th International Marketing Trends Conference 2021 tenutosi a Venice, Italy).

“Ok, Google!” are my data safe? The mediated effect of perceived privacy risk on brand trust

Michela Patrizi
;
Maria Vernuccio;Alberto Pastore
2021

Abstract

The diffusion of voice assistants (VAs) has begun to attract the attention of marketing scholars. The user-VA interaction is based on dynamic learning and adaptation algorithms, which require data regarding multiple users’ personal profile, attitudes and behaviours to operate correctly. On a more general level, practices of the mass collection/processing of consumer data by companies are growing, and in parallel, the protection of privacy is increasingly subject to important regulatory restrictions (e.g., the GDPR in Europe). Early studies in the marketing field have investigated consumers' perceptions about the risk of privacy violation regarding individual data (perceived privacy risk) collected by VAs and its relationships with attitudinal and behavioural responses towards these technologies. However, consumers' responses towards brands (e.g., Google), with which the user interacts through the name-brand voice assistant (e.g., Google Assistant), have not yet been studied. Consequently, this article aims to begin to fill this gap by analysing the relationship between perceived privacy risk and brand trust mediated by attitude towards the brand in the specific name-brand voice assistant experiential context. To achieve this objective, a quantitative research design is developed based on the administration of questionnaires and the application of regression analyses. The results show significant direct and indirect effects of perceived privacy risk on brand trust. Finally, this article contributes to the nascent strand of studies on the effects of users’ perceptions on branding outcomes in the name-brand voice assistant context and makes practitioners aware that perceived privacy risk can damage both brand attitude and brand trust.
2021
20th International Marketing Trends Conference 2021
voice assistants; privacy risk; brand attitude; brand trust; mediation analysis
04 Pubblicazione in atti di convegno::04b Atto di convegno in volume
“Ok, Google!” are my data safe? The mediated effect of perceived privacy risk on brand trust / Patrizi, Michela; Vernuccio, Maria; Pastore, Alberto. - (2021), pp. 1-5. (Intervento presentato al convegno 20th International Marketing Trends Conference 2021 tenutosi a Venice, Italy).
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11573/1507966
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