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Research paper

The voice era: Future acceptance of digital voice assistants and how they will transform consumers' online purchasing behaviour

Niko Muñoz and Bianca A. Kremer
Applied Marketing Analytics: The Peer-Reviewed Journal, 8 (3), 255-270 (2023)
https://doi.org/10.69554/NFKI5781

Abstract

Digital voice assistants (DVAs), such as Amazon Alexa, are causing upheaval in the marketplace due to their enormous potential in e-commerce. Despite this potential, because this technology is cutting edge, there remains a lack of insight into the main drivers of DVA use in e-commerce and voice-commerce (v-commerce). Drawing on theoretical foundations, such as the technology acceptance model (TAM) and the ‘unified theory of acceptance and use of technology’ (UTAUT), this study aims to explore the key determinants behind the use of DVAs. Specifically, it proposes ten hypotheses that are tested with quantitative data obtained through an online survey from a diverse sample of 315 participants in several countries. Regression analysis was employed to identify eight factors that will have an influence on the future acceptance of v-commerce, in which trust, social influence and hedonic motivation have the greatest effect. Since v-commerce is still relatively unknown to consumers, the focus of any strategy should include confidence-building, enjoyable and motivating activities and social programmes. Companies should be transparent about the data they plan to collect and process and give consumers options as to how they can get informed and address perceived privacy concerns. This would enable DVA manufacturers to speed up consumer adoption of a new technology that has been around for some years but has still not become mainstream. Brands should keep up to date with these technologies and start experimenting and partnering with DVA vendors, such as Amazon, Google or Apple, by selling utilitarian and low-involvement products and services.

Keywords: digital voice assistants; voice commerce; TAM; UTAUT; technology acceptance; SPSS; quantitative survey; multiple regression analysis; correlation

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Author's Biography

Niko Muñoz is a permanent affiliated professor at ESCP Business School, in the Jean Baptiste Say Institute for Entrepreneurship. He teaches at bachelor and masters levels on the Madrid Campus. Over almost three decades as a practitioner, Professor Muñoz has specialised in digital business strategy, digital marketing, product development and go-to-market. He holds a PhD in management from Universidad Pontificia de Comillas, a Master's in Research from ICADE, an MBA from IESE Business School and is a Juris Doctor from the University of Navarra. His research interests are related to digital business strategy, business models and value propositions.

Bianca A. Kremer works as a freelancer for marketing, branding and design in her own company and supports international customers in digital projects of all kinds. Previously, Bianca worked in Berlin for Bridgemaker and built corporate ventures as well as go-to-market strategies based on market research and complex datasets. Before Bridgemaker, Bianca worked at BMW Group in several positions (marketing manager, event specialist, brand & marketing specialist) for almost ten years. Bianca holds an MSc in marketing and digital media from ESCP Business School and a BA in business administration from the FOM University of Applied Sciences in Munich, Germany. Her research interests are related to consumer adoption of new business models and digital business strategy.

Citation

Muñoz, Niko and Kremer, Bianca A. (2023, January 1). The voice era: Future acceptance of digital voice assistants and how they will transform consumers' online purchasing behaviour. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 8, Issue 3. https://doi.org/10.69554/NFKI5781.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 8 / Issue 3
© Henry Stewart
Publications LLP

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