How customers perceive voice shopping and its potential uses
by Rana Salah Nasr; Sara El-Deeb
International Journal of Technology Marketing (IJTMKT), Vol. 17, No. 3, 2023

Abstract: The emergence of voice assistants (VAs) has influenced the world of retail marketing, leading to a behavioural shift in consumers towards a conversational economy. The purpose of this article is to investigate the future of voice shopping among consumers in an emerging market. Findings from our survey using judgmental sampling indicate that motivation, perceived usefulness (PU), perceived ease of use (PEU), and attitudes towards VAs positively affect intention to use voice shopping. Furthermore, our path analysis results demonstrate that consumers are willing to adopt voice shopping provided that VAs are easy to use and useful. This research has broadened the technology acceptance model (TAM) by integrating Vroom's expectancy motivation theory.

Online publication date: Wed, 12-Jul-2023

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