The Influence Mechanism of Intelligent Voice Assistant and Brand Personality on Consumers' Purchase Intention

With the rapid development of artificial intelligence technology, artificial intelligence products have become an important channel for consumers to understand product characteristics and personalities. At present, with the support of artificial intelligence and big data technology, enterprises are trying to use intelligent assistants to provide consumers with product information and purchase suggestions, in order to reduce consumers' information search and processing costs, and enhance the personalized experience of consumers' shopping process. In view of the consumption trend of this new era, this study takes intelligent voice assistant as the main body. In the context of intelligent voice assistant playing the two social roles of "partner" and "servant", it studies the difference of consumers' purchase intention on their recommended products in different situations. The research results show that: in the daily shopping context, for the brand personality of competence, the servant intelligent voice assistant is more conducive to improving consumers' purchase intention, while for the brand personality of warmth, the partner intelligent voice assistant is more conducive to improving consumers' purchase intention. In addition, information fluency plays a mediating role between the interaction effect of intelligent assistant and brand personality and purchase intention.