| Pub. Date | : Feb, 2024 |
|---|---|
| Product Name | : The IUP Journal of Marketing Management |
| Product Type | : Article |
| Product Code | : IJMM040224 |
| Author Name | : Ankita Nanda, Gitika Sehgal, Navjeet Kaur and Mekhla Sharma |
| Availability | : YES |
| Subject/Domain | : Marketing |
| Download Format | : PDF Format |
| No. of Pages | : 29 |
The study examines consumers' intention to use voice assistants to enhance their shopping experience on e-commerce platforms. For achieving the purpose of the study, data was obtained from around 500 respondents through an online questionnaire. Convenience and simple random sampling were used to collect responses from the participants. The study tested the UTAUT2 model to determine how well consumers embrace the use of digital assistants, especially voice assistants, for shopping in the online retail space. 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. Although there are studies that have investigated the role of voice assistants in determining purchase intention, not many studies have been conducted in the retail sector. One significant implication is the potential of voice assistants to enhance the overall customer experience. By providing customers with personalized and convenient shopping experience, voice assistants can enhance satisfaction and loyalty among the customers, leading further to an increase in revenue for e-commerce retailers. Another implication is the potential for cost savings that may be achieved by implementing voice assistants in the e-commerce sector.
Artificial intelligence (AI) is transforming the outlook of modern life. Ahn et al. (2022) categorized virtual assistants as digital assistants having an accelerated growth among the various technologies related to AI. The categorization of virtual assistants has been put forward by Foster and Oberlander (2007) as chatbots and voice assistants. The popularity of voice assistants as a novel channel for shopping is increasing throughout the world, and the trend is no different in a developing country like India. The upsurge of voice assistants has brought about a change in the way consumers link with the devices. The number of voice assistants being used globally is expected to increase to 8.4 billion by 2024, and the contribution of voice assistants in the transaction value of purchases made through the e-commerce platforms is expected to rise to $19.4 bn in 2023 (Statista, 2023). In a developing country like India, voice-enabled virtual assistants primarily serve the purpose of entertainment accounting, followed by requests regarding news, weather, and other information (Statista, 2024).