Title: How customers perceive voice shopping and its potential uses

Authors: Rana Salah Nasr; Sara El-Deeb

Addresses: The German University in Cairo, Al Tagamoa, Gamal Abdel Nasser, New Cairo 3, Cairo Governorate, Egypt ' The German University in Cairo, Al Tagamoa, Gamal Abdel Nasser, New Cairo 3, Cairo Governorate, Egypt

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.

Keywords: artificial intelligence; COVID-19; V-commerce; voice assistants; voice shopping.

DOI: 10.1504/IJTMKT.2023.132169

International Journal of Technology Marketing, 2023 Vol.17 No.3, pp.256 - 275

Received: 28 Aug 2021
Accepted: 07 Oct 2022
Published online: 12 Jul 2023 *

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