Why Another Customer Channel? Consumers’ Perceived Benefits and Costs of Voice Commerce

dc.contributor.author Rzepka, Christine
dc.contributor.author Berger, Benedikt
dc.contributor.author Hess, Thomas
dc.date.accessioned 2020-01-04T08:00:21Z
dc.date.available 2020-01-04T08:00:21Z
dc.date.issued 2020-01-07
dc.description.abstract Owing to rapidly increasing adoption rates of voice assistants (VAs), integrating voice commerce as a new customer channel is among the top objectives of businesses’ current voice initiatives. However, customers are reluctant to use their VAs for shopping; a tendency not explained by extant literature. Therefore, this research aims to understand consumers’ perceived benefits and costs when using voice commerce, based on a theoretical framework derived from prior literature and the theory of reasoned action. We evaluated and extended this framework by analyzing 30 semi-structured interviews with smart speaker users. According to our results voice commerce consumers perceive benefits in terms of efficiency, convenience, and enjoyment, and criticize the perceived costs of limited transparency, lack of trust, lack of control, and low technical maturity. The resulting model sheds light on the promoters and inhibitors of voice commerce and provides guidelines that enable practitioners to design and improve voice commerce applications.
dc.format.extent 10 pages
dc.identifier.doi 10.24251/HICSS.2020.499
dc.identifier.isbn 978-0-9981331-3-3
dc.identifier.uri http://hdl.handle.net/10125/64241
dc.language.iso eng
dc.relation.ispartof Proceedings of the 53rd Hawaii International Conference on System Sciences
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.uri https://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject Electronic Marketing
dc.subject benefits and costs
dc.subject technology adoption
dc.subject theory of reasoned action
dc.subject voice assistant
dc.subject voice commerce
dc.title Why Another Customer Channel? Consumers’ Perceived Benefits and Costs of Voice Commerce
dc.type Conference Paper
dc.type.dcmi Text
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