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

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Title: Sociable robots or focused speakers? Transforming customer experience with communication style and embodiment type in smart home devices adoption.
Authors: Shi, Jian, Lin, Cong, Wang, Haocheng, Jung, Soyoung, Ta, Na, Liu, Ruhao, Gao, Yuxin, Cao, Huajie
Source: Behaviour & Information Technology. Sep2025, Vol. 44 Issue 14, p3559-3574. 16p.
Subjects: Cronbach's alpha, Research funding, Artificial intelligence, Privacy, Descriptive statistics, Structural equation modeling, Chi-squared test, Assistive technology, Surveys, Robotics, Communication, Factor analysis, Data analysis software, Interpersonal relations, Medical ethics, User interfaces
Abstract: 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. [ABSTRACT FROM AUTHOR]
Copyright of Behaviour & Information Technology is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Psychology and Behavioral Sciences Collection
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  Data: Sociable robots or focused speakers? Transforming customer experience with communication style and embodiment type in smart home devices adoption.
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  Data: <searchLink fieldCode="AR" term="%22Shi%2C+Jian%22">Shi, Jian</searchLink><br /><searchLink fieldCode="AR" term="%22Lin%2C+Cong%22">Lin, Cong</searchLink><br /><searchLink fieldCode="AR" term="%22Wang%2C+Haocheng%22">Wang, Haocheng</searchLink><br /><searchLink fieldCode="AR" term="%22Jung%2C+Soyoung%22">Jung, Soyoung</searchLink><br /><searchLink fieldCode="AR" term="%22Ta%2C+Na%22">Ta, Na</searchLink><br /><searchLink fieldCode="AR" term="%22Liu%2C+Ruhao%22">Liu, Ruhao</searchLink><br /><searchLink fieldCode="AR" term="%22Gao%2C+Yuxin%22">Gao, Yuxin</searchLink><br /><searchLink fieldCode="AR" term="%22Cao%2C+Huajie%22">Cao, Huajie</searchLink>
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  Data: <searchLink fieldCode="JN" term="%22Behaviour+%26+Information+Technology%22">Behaviour & Information Technology</searchLink>. Sep2025, Vol. 44 Issue 14, p3559-3574. 16p.
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  Data: 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. [ABSTRACT FROM AUTHOR]
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  Data: <i>Copyright of Behaviour & Information Technology is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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        Value: 10.1080/0144929X.2025.2485401
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      – Code: eng
        Text: English
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        PageCount: 16
        StartPage: 3559
    Subjects:
      – SubjectFull: Cronbach's alpha
        Type: general
      – SubjectFull: Research funding
        Type: general
      – SubjectFull: Artificial intelligence
        Type: general
      – SubjectFull: Privacy
        Type: general
      – SubjectFull: Descriptive statistics
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      – SubjectFull: Structural equation modeling
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      – SubjectFull: Chi-squared test
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      – SubjectFull: Assistive technology
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      – SubjectFull: Surveys
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      – SubjectFull: Robotics
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      – SubjectFull: Communication
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      – SubjectFull: Factor analysis
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      – SubjectFull: Data analysis software
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      – SubjectFull: Interpersonal relations
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      – SubjectFull: User interfaces
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      – TitleFull: Sociable robots or focused speakers? Transforming customer experience with communication style and embodiment type in smart home devices adoption.
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              Text: Sep2025
              Type: published
              Y: 2025
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