This article investigates the consumer–voice assistant (VA) interaction in the context of food and beverage purchase choices and the role that psychological power plays in the consumer decision-making process. A series of experimental studies demonstrate that both involvement and the psychological condition of power meditate consumers' willingness to purchase. As a result, we find that consumers are more likely to purchase low involvement than high-involvement products through VA technology, particularly when experiencing high-power states. This study broadens our understanding of the role of VAs and their ability to shape the consumer decision-making process. With an explicit focus on power, this study illustrates how the success of voice commerce may largely rest on the promotion of low-involvement products that enable high-power psychological conditions which drive willingness to purchase.

中文翻译：

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“Alexa，给我点一份披萨！”：心理力量在消费者-语音助手交互中的中介作用

本文研究了食品和饮料购买选择背景下的消费者-语音助手 (VA) 互动以及心理力量在消费者决策过程中的作用。一系列实验研究表明，权力的介入和心理状态都影响了消费者的购买意愿。因此，我们发现消费者更有可能通过 VA 技术购买低参与度的产品，而不是高参与度的产品，尤其是在经历高功率状态时。这项研究拓宽了我们对 VA 的作用及其塑造消费者决策过程的能力的理解。明确关注权力，