The effect of empathetic response and consumers’ narcissism in voice-based artificial intelligence

Voice-based artificial intelligence, or voice AI, is becoming more prevalent in consumers' daily transactions. Utilizing the perception-action model of empathy, this study aims to understand the holistic nature of empathetic responses in voice AI and how this technology, when rendered empathetic, can affect consumers' attention to auditory information (perceived attention) and auditory information exploration, by reaching expected outcomes of the interactive process, consumer satisfaction, and consumers' willingness to use voice AI. The results of two pretests and two experiments explain the effect of empathetic response in voice AI on consumers' perceived attention and its subsequent effect on consumers' auditory information exploration, satisfaction, and willingness to use voice AI. In addition, the moderating effects of narcissism on relationships were also tested. Consumers' narcissism strengthens the effect of empathetic response on perceived attention to auditory information.