The Influence Of Smart Speaker Recommendation Language Style On Consumer’s Product Attitude

With the development and popularization of artificial intelligence and speech recognition technology,smart speakers are gradually known to people,and even become the family members of some users.Smart speakers are widely used in life scenes.They can not only complete basic tasks such as news broadcasting,weather forecasting and music playing,but also recommend products to consumers according to users’ needs or independently to achieve the purpose of promotion.It can be seen that the product recommendation of smart speaker has appeared in real life,but the academic circle is currently lack of in-depth analysis of this phenomenon,the relevant theoretical research is very few.Through literature review,it is found that the current research on smart speakers in the marketing field mainly focuses on acceptance or use intention,privacy and interaction issues,and less attention is paid to the possible impact of smart speaker product recommendation on consumer attitudes.Meanwhile,studies on language styles,product categories and role types related to recommendation scenarios also tend to explore traditional consumer buying behaviors,service failure scenarios or the relationship between consumers and brands,and are weakly related to smart speaker recommendation scenarios.Fundamentally,consumers’ evaluation and acceptance of recommended information depend on the process of information processing and reaction.In view of this,based on the processing fluency theory,this study comprehensively considered the attribute characteristics of the information provided by smart speakers in the recommendation situation,and explored the influence process and internal mechanism of smart speaker recommendation on consumers’ product attitude.In this study,two psychological experiments were carried out to analyze the above problems.Data analysis results show that when figurative language(vs.literal language)is used to recommend products for smart speakers,consumers have higher processing fluency and better attitude towards products.Use figurative language(vs.literal language)when smart speakers recommend hedonics(vs.utilitarian)can make consumers have more positive processing fluency and product attitude;When the role type of smart speaker was partner,it was more helpful to improve consumer’s product attitude in both language styles.When the role type of smart speaker was servant,figurative language recommended products tended to produce more positive product attitude than literal language.The research conclusion of this paper deepens the research depth of smart speaker product recommendation,and also provides practical theoretical guidance for enterprises to carry out new product marketing through smart speaker.On the one hand,from the perspective of recommendation information,information source and reception,this study expands the theoretical research on smart speaker product recommendation service,extends the application scope of processing fluency theory in marketing and intelligent services,and enriches the research on the effect generated by the role types between human and smart speaker interaction.On the other hand,research conclusions warning enterprises should pay attention to and consider the smart speakers recommended as a product marketing channel,conform to the development trend of intelligent services.At the same time,when the use of smart speakers for product recommendations should be as far as possible product category and the language style matching.And selecting partners role(vs.servant role)smart speaker product recommendations.In addition,when smart speakers are servants,it is also effective to use figurative language that enhances consumers’ perception of status.