The trend of incorporating assistive conversational agents into people's lives has followed the unprecedented expansion in the usage of artificial intelligence (AI). Amazon, in particular, has been a key trendsetter in this area through its Alexa‐powered devices. Alexa is an intelligent personal assistant (IPA) that performs tasks, such as playing music, providing news and information, and controlling smart home appliances. While this IPA is widely utilized, it is especially gaining attention and growing usage by people with special needs. Even though the importance of the utilization of AI by people with special needs has been widely acknowledged in the extant literature, a sizeable gap exists in the marketing literature in relation to the assessment of the managerial and societal implications of IPAs when used by people with special needs. Accordingly, this study aims to examine (a) the stages of relationship development between Alexa and consumers with special needs, and (b) the potential opportunity of this relationship for Amazon in relation to their corporate image. The findings indicate that a relationship between Alexa and consumers with special needs is established as it helps them regain their independence and freedom. This relationship provides an opportunity for Amazon in enhancing its overall image for providing solutions to facilitate the lives of people with special needs.

中文翻译：

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从Amazon.com到Amazon.love：Alexa如何为有特殊需求的人重新定义伙伴关系和相互依存关系

在人们的生活中伴随着辅助性对话代理的发展趋势之后，人工智能（AI）的使用得到了空前的扩展。特别是通过其Alexa驱动的设备，亚马逊已成为该领域的关键趋势引领者。Alexa是一种智能个人助理（IPA），可以执行任务，例如播放音乐，提供新闻和信息以及控制智能家用电器。尽管该IPA被广泛使用，但它尤其引起了人们的关注，并且有特殊需要的人正在使用它。尽管现有文献已广泛承认有特殊需要的人利用AI的重要性，但在有特殊需要的人使用IPA的管理和社会意义的评估方面，营销文献仍存在相当大的差距需求。因此，本研究旨在考察（a）Alexa与有特殊需求的消费者之间的关系发展阶段，以及（b）亚马逊与他们的企业形象之间这种关系的潜在机会。研究结果表明，Alexa与具有特殊需求的消费者之间建立了联系，因为它可以帮助他们重新获得独立和自由。这种关系为亚马逊提供了一个机会来增强其整体形象，从而提供解决方案以便利有特殊需求的人们的生活。研究结果表明，Alexa与具有特殊需求的消费者之间建立了联系，因为它可以帮助他们重新获得独立和自由。这种关系为亚马逊提供了一个机会来增强其整体形象，从而提供解决方案以便利有特殊需求的人们的生活。研究结果表明，Alexa与具有特殊需求的消费者之间建立了联系，因为它可以帮助他们重新获得独立和自由。这种关系为亚马逊提供了一个机会来增强其整体形象，从而提供解决方案以便利有特殊需求的人们的生活。