ITAA-KSCT Joint Symposium

Voice Commerce: Exploring Consumer Expectations of Smart Speakers for Shopping

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Abstract

Voice commerce enables customers to purchase products through the application and integration of virtual assistants based on smart speakers. This study aims to explore what consumers expect from voice assistants for shopping. The current study employed a qualitative approach of focus group discussions (FGDs). A total of 27 smart speaker users between 25 and 49 years old participated in the discussions. The current study identified eight significant themes that explicated the consumer expectations from smart speakers when shopping: (1) personalization, (2) convenience, (3) efficiency, (4) hedonism, (5) social agency, (6) limited visual information, (7) controllability, and (8) technical maturity. The first five themes represent positive benefits and expectations from while the latter three themes capture challenges faced in voice shopping via smart speakers. The study provides theoretical and practical implications.

Keywords: voice commerce, consumer expectation, focus group discussion

How to Cite:

Park, J., Ha, S. & Jeong, S., (2022) “Voice Commerce: Exploring Consumer Expectations of Smart Speakers for Shopping”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13433