Unraveling the Effects of Voice Assistant Interactions on Digital Engagement: The Moderating Role of Adult Playfulness

Abstract

The definition and dimensions of interaction are changing as artificial intelligence (AI) technologies advance. Drawing on the mind perception theory (MPT), the authors conducted an online survey to investigate the influential mechanism of the interactions with smart voice assistants (SVAs) on digital engagement via competence and warmth in the smart Internet of Things era. Firstly, they conceptualized and operationalized the seven sub-dimensions of voice assistant (VA) interaction, investigated their effects on competence and warmth perception of SVAs’ mind perceptions, and explored the psychological mechanisms of VA interaction on digital engagement in SVAs. Secondly, it was one of the first studies to unravel the moderating effects of adult playfulness in the field of VA interaction. The results showed that: (1) VA interaction is a multidimensional construct, and VA interactions positively affect competence perception; (2) personalization, responsiveness, humanness, and communication positively impact warmth perception; (3) VA interactions positively impact digital engagement via competence and warmth perception; (4) adult playfulness moderates the effects of VA interactions on digital engagement. The theoretical and practical implications were discussed.