As interactive marketing devices that serve as proximity-marketing tools, AI-powered voice assistants (VA) provide consumers with highly innovative convenience, which in turn fosters consumer–brand relationships (Wang, 2021). This research aims to explore the role of AI-powered VAs as a positive technology that offers consumers a sense of positive experiences, thus contributing to building a consumer-brand relationship. Based on the positive technology paradigm and transformation of flow strategy, this research conducted a 2 (locus of agency: high, machine-centric vs. low, human-centric) by 2 (brand image and voice congruency effect: incongruent vs. congruent) between-subjects experimental design. Then, ANOVA and structural equation modeling (SEM) analysis were conducted to explain how perceived control, flow, and happiness induced by the interaction with brands’ AI-powered VAs lead to the formation of brand loyalty under the moderating influences of brand image and VA’s voice congruency. A total of 316 participants were recruited via Prolific. The ANOVA analysis highlights the importance of user-centric agency, as people tend to desire to control their environment (White, 1959). Further, the results suggest that the congruency between brand image and VAs also leads people to positive reactions, as it improves their comfort and control (Rodero, Larrea, & Vázquez, 2013). SEM analysis results found that perceived control was a crucial factor that led participants to flow experience (Ghani et al., 1991). Further, this study found that perceived control could lead to a much broader aspect, such as an increase in happiness. Therefore, the overall study findings support the potential of AI-powered VAs as a positive technology. This research contributes to human-machine interaction, positive technology paradigm, and VA literature. In addition, this study provides beneficial insights for marketers and app developers.

This study was designed to deepen our understanding of contemporary luxury experience based on a systematic literature review. Based on the theoretical review, this study attempted to propose and elaborate two contrasting propositions (i.e., ephemeral vs. perpetuating values) reflecting the evolving luxury market. One key trend is that consumers pursue the value of hedonism providing immediate escapism and satisfaction in luxury consumption. The on-demand mindset of consumers looking for instant desire and gratification can be exemplified by the ‘See-Now, Buy-Now’ trend in the luxury market (Weinswig, 2017). While traditional luxury consumers pursued conspicuous value, consumers of new luxury pursue more self-centric and immersive experience. In line with this perspective, Yeoman (2011) noticed the trend of renting luxury products through online services. Another notable trend is that consumers seek inspirational resources in luxury consumption. For example, numerous luxury brands are showing various art exhibitions, and have their own art foundations, which Kapferer (2014) interpreted as the emergence of luxury brands exploiting artistic aura like art institutions. In addition, luxury brands have extended their products and services to encompass a whole set of lifestyle offerings when seeing the example of flagship store of Fendi, Palazzo Fendi (Waga, 2016). This review used a systematic approach for searching and assessing the existing scholarly evidence base to interpret two emerging trends in the luxury market. The further use of proposed framework and propositions in empirical research would help revealing how consumers subjectively perceive the contemporary luxury experience discussed in this study.