Using Voice Assistants for an Enhanced Online Retail Shopping Experience: An SEM Study with UTAUT2 Framework

The findings suggest that various factors such as performance expectations, social influence, effort expectations, pleasure-seeking motivation, facilitating conditions, habits, and price value, have a significant positive impact on individuals' intention to use voice assistants for an enhanced...

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Bibliographic Details
Published in:ICFAI journal of marketing management 2024-02, Vol.23 (1), p.85-113
Main Authors: Nanda, Ankita, Sehgal, Gitika, Kaur, Navjeet, Sharma, Mekhla
Format: Article
Language:English
Subjects:
Artificial intelligence
Consumer behavior
Consumers
Customization
Developing countries
Electronic commerce
LDCs
Popularity
Purchase intention
Retail stores
Shopping
Technology Acceptance Model
User behavior
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Summary:The findings suggest that various factors such as performance expectations, social influence, effort expectations, pleasure-seeking motivation, facilitating conditions, habits, and price value, have a significant positive impact on individuals' intention to use voice assistants for an enhanced online shopping experience. Digital assistants are offering a wide variety of advantages like personalized results with improved credibility, comfort and ease (Kumar et al., 2016, Wise et al., 2016; and Baier et al., 2018). Since voice assistants offer higher convenience and better consumer experiences, they are becoming increasingly popular among users nowadays (Coskun-Setirek and Mardikyan, 2017; Daugherty et al., 2018; Nielsen, 2018; Shaoolian, 2018; Perez, 2019; Libái et al., 2020; and Klaus and Zaichkowsky, 2021). [...]individuals are accepting the use of new voice-integrated technologies for shopping at a higher pace and willing to spend lavishly to acquire those technologies (Cutler, 2015; Lissitsa and Koi, 2016; and Moore, 2018). [...]the UTAUT2 model has drawn our attention and led to our decision to incorporate the UTAUT2 model as a theoretical framework to better understand the acceptance and use of voice assistants in retail shopping experience in e-commerce sector (Figure 1).
ISSN:0972-6845