IDEAS home Printed from https://ideas.repec.org/a/nms/nomsmr/10.5771-2511-8676-2022-4-216.html
   My bibliography  Save this article

Exploring the Customer Journey of Voice Commerce: A Research Agenda

Author

Listed:
  • Böhm, Eva
  • Eggert, Andreas
  • Garnefeld, Ina
  • Holzmüller, Hartmut H.
  • Schaefers, Tobias
  • Steinhoff, Lena
  • Woisetschläger, David M.

Abstract

Voice commerce creates unprecedented opportunities for consumers and vendor firms to interact, engage, and relate. With artificial intelligence-powered voice assistants, consumers can make technology-mediated purchases without using their tactile senses, which represents a new space for commercial interactions. Drawing on the customer journey as an organizing framework, this article proposes a structured research agenda, in an attempt to shed light on the bright side effects of voice commerce while also acknowledging concerns for consumer protection and society in general. Voice assistants can enhance every stage of the purchase journey, yet their use might have negative consequences for customer relationships. In the prepurchase stage, voice assistants can act as information curators or manipulators. In the purchase stage, voice assistants can adopt roles as shopping concierges or impediments. In the postpurchase and usage stage, voice assistants can become trusted relationship partners or hostile intruders in consumers’ lives.

Suggested Citation

  • Böhm, Eva & Eggert, Andreas & Garnefeld, Ina & Holzmüller, Hartmut H. & Schaefers, Tobias & Steinhoff, Lena & Woisetschläger, David M., 2022. "Exploring the Customer Journey of Voice Commerce: A Research Agenda," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 6(4), pages 216-231.
    • Handle: RePEc:nms:nomsmr:10.5771/2511-8676-2022-4-216
    DOI: 10.5771/2511-8676-2022-4-216
    as

    Download full text from publisher

    File URL: https://www.nomos-elibrary.de/10.5771/2511-8676-2022-4-216
    Download Restriction: no
    File URL: https://libkey.io/10.5771/2511-8676-2022-4-216?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Herhausen, Dennis & Kleinlercher, Kristina & Verhoef, Peter C. & Emrich, Oliver & Rudolph, Thomas, 2019. "Loyalty Formation for Different Customer Journey Segments," Journal of Retailing, Elsevier, vol. 95(3), pages 9-29.
    2. Weng Marc Lim & Ding Hooi Ting, 2012. "E-shopping: An Analysis of the Uses and Gratifications Theory," Modern Applied Science, Canadian Center of Science and Education, vol. 6(5), pages 1-48, May.
    3. Nelson, Phillip, 1970. "Information and Consumer Behavior," Journal of Political Economy, University of Chicago Press, vol. 78(2), pages 311-329, March-Apr.
    4. Ewers, Karolina & Baier, Daniel & Höhn, Nadine, 2020. "Siri, Do I like You? Digital Voice Assistants and Their Acceptance by Consumers," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 4(1), pages 52-68.
    5. Gopalkrishnan R. Iyer & Markus Blut & Sarah Hong Xiao & Dhruv Grewal, 2020. "Impulse buying: a meta-analytic review," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 384-404, May.
    6. McLean, Graeme & Osei-Frimpong, Kofi & Barhorst, Jennifer, 2021. "Alexa, do voice assistants influence consumer brand engagement? – Examining the role of AI powered voice assistants in influencing consumer brand engagement," Journal of Business Research, Elsevier, vol. 124(C), pages 312-328.
    7. Ryan Rahinel & Rohini Ahluwalia, 2015. "Attention Modes and Price Importance: How Experiencing and Mind-Wandering Influence the Prioritization of Changeable Stimuli," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 42(2), pages 214-234.
    8. Malthouse, Edward C. & Haenlein, Michael & Skiera, Bernd & Wege, Egbert & Zhang, Michael, 2013. "Managing Customer Relationships in the Social Media Era: Introducing the Social CRM House," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 270-280.
    9. Puccinelli, Nancy M. & Goodstein, Ronald C. & Grewal, Dhruv & Price, Robert & Raghubir, Priya & Stewart, David, 2009. "Customer Experience Management in Retailing: Understanding the Buying Process," Journal of Retailing, Elsevier, vol. 85(1), pages 15-30.
    10. V. Kumar & Ashutosh Dixit & Rajshekar (Raj) G. Javalgi & Mayukh Dass, 2016. "Research framework, strategies, and applications of intelligent agent technologies (IATs) in marketing," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 24-45, January.
    11. Bawack, Ransome Epie & Wamba, Samuel Fosso & Carillo, Kevin Daniel André, 2021. "Exploring the role of personality, trust, and privacy in customer experience performance during voice shopping: Evidence from SEM and fuzzy set qualitative comparative analysis," International Journal of Information Management, Elsevier, vol. 58(C).
    12. Youngsoo Kim & Ramayya Krishnan, 2015. "On Product-Level Uncertainty and Online Purchase Behavior: An Empirical Analysis," Management Science, INFORMS, vol. 61(10), pages 2449-2467, October.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Heng Tang & Xiaowan Lin, 2019. "Curbing shopping cart abandonment in C2C markets — an uncertainty reduction approach," Electronic Markets, Springer;IIM University of St. Gallen, vol. 29(3), pages 533-552, September.
    2. Chaturvedi, Rijul & Verma, Sanjeev & Das, Ronnie & Dwivedi, Yogesh K., 2023. "Social companionship with artificial intelligence: Recent trends and future avenues," Technological Forecasting and Social Change, Elsevier, vol. 193(C).
    3. Marikyan, Davit & Papagiannidis, Savvas & Rana, Omer F. & Ranjan, Rajiv & Morgan, Graham, 2022. "“Alexa, let’s talk about my productivity”: The impact of digital assistants on work productivity," Journal of Business Research, Elsevier, vol. 142(C), pages 572-584.
    4. Santos, Susana & Gonçalves, Helena Martins, 2021. "The consumer decision journey: A literature review of the foundational models and theories and a future perspective," Technological Forecasting and Social Change, Elsevier, vol. 173(C).
    5. Chakraborty, Debarun & Kumar Kar, Arpan & Patre, Smruti & Gupta, Shivam, 2024. "Enhancing trust in online grocery shopping through generative AI chatbots," Journal of Business Research, Elsevier, vol. 180(C).
    6. Badghish, Saeed & Shaik, Aqueeb Sohail & Sahore, Nidhi & Srivastava, Shalini & Masood, Ayesha, 2024. "Can transactional use of AI-controlled voice assistants for service delivery pickup pace in the near future? A social learning theory (SLT) perspective," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    7. Linda D. Hollebeek & Rajendra K. Srivastava & Tom Chen, 2019. "S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 161-185, January.
    8. Liu-Thompkins, Yuping & Khoshghadam, Leila & Attar Shoushtari, Arjang & Zal, Saeed, 2022. "What drives retailer loyalty? A meta-analysis of the role of cognitive, affective, and social factors across five decades," Journal of Retailing, Elsevier, vol. 98(1), pages 92-110.
    9. Oliveira, Guilherme Gouvea de & Lizarelli, Fabiane Letícia & Teixeira, Jorge Grenha & Mendes, Glauco Henrique de Sousa, 2023. "Curb your enthusiasm: Examining the customer experience with Alexa and its marketing outcomes," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    10. Benedicktus, Ray L. & Brady, Michael K. & Darke, Peter R. & Voorhees, Clay M., 2010. "Conveying Trustworthiness to Online Consumers: Reactions to Consensus, Physical Store Presence, Brand Familiarity, and Generalized Suspicion," Journal of Retailing, Elsevier, vol. 86(4), pages 322-335.
    11. Gulfraz, Muhammad Bilal & Sufyan, Muhammad & Mustak, Mekhail & Salminen, Joni & Srivastava, Deepak Kumar, 2022. "Understanding the impact of online customers’ shopping experience on online impulsive buying: A study on two leading E-commerce platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    12. Zhang, Yundi & Zhang, Tingting & Yan, Xiangbin, 2024. "Understanding impulse buying in short video live E-commerce: The perspective of consumer vulnerability and product type," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    13. Kautish, Pradeep & Purohit, Sonal & Filieri, Raffaele & Dwivedi, Yogesh K., 2023. "Examining the role of consumer motivations to use voice assistants for fashion shopping: The mediating role of awe experience and eWOM," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    14. Zhifeng Gao & Ted C. Schroeder, 2009. "Consumer responses to new food quality information: are some consumers more sensitive than others?," Agricultural Economics, International Association of Agricultural Economists, vol. 40(3), pages 339-346, May.
    15. Kyle Bagwell & Garey Ramey, 1988. "Advertising and Limit Pricing," RAND Journal of Economics, The RAND Corporation, vol. 19(1), pages 59-71, Spring.
    16. Bernd Süssmuth, 2012. "The Econometric Analysis of Willingness to Pay for Intangibles with Experience Good Character," Chapters, in: Wolfgang Maennig & Andrew Zimbalist (ed.), International Handbook on the Economics of Mega Sporting Events, chapter 14, Edward Elgar Publishing.
    17. Heineck, Guido & Süssmuth, Bernd, 2013. "A different look at Lenin’s legacy: Social capital and risk taking in the Two Germanies," Journal of Comparative Economics, Elsevier, vol. 41(3), pages 789-803.
    18. Nour El Houda Ben Amor & Mohamed Nabil Mzoughi, 2023. "Do Millennials’ Motives for Using Snapchat Influence the Effectiveness of Snap Ads?," SAGE Open, , vol. 13(3), pages 21582440231, July.
    19. Thunström, Linda & Nordström, Jonas & Shogren, Jason F., 2015. "Certainty and overconfidence in future preferences for food," Journal of Economic Psychology, Elsevier, vol. 51(C), pages 101-113.
    20. J. K. Pappalardo, 2022. "Economics of Consumer Protection: Contributions and Challenges in Estimating Consumer Injury and Evaluating Consumer Protection Policy," Journal of Consumer Policy, Springer, vol. 45(2), pages 201-238, June.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:nms:nomsmr:10.5771/2511-8676-2022-4-216. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Nomos Verlagsgesellschaft mbH & Co. KG (email available below). General contact details of provider: http://www.nomos.de/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.