Library Dissertation Showcase

A Critical Exploration Into the Role of Personalised Voice Assistants in Influencing Consumer Decision-Making Behaviour A Qualitative Study

  • Year of Publication:
  • 2021

The increasing adoption of voice assistants (VA) in the homes of consumers around the world is creating more and more opportunities for companies to engage consumers in a direct way and drive the growth of voice commerce. However, as technological advances are still in their infancy, there is little research evidence on the factors that influence consumer behaviour when using VAs to increase engagement. Thus, the present work aims to create knowledge on how the engagement with personalised VAs can influence consumer decision-making behaviour. Therefore, a qualitative research methodology was used to answer the research question. Through a series of semistructured exploratory interviews with 10 respondents, the researcher identified key factors responsible for user engagement through VAs. The findings show that VAs, as an integral part of consumers’ daily lives, influence the way people interact with technology, creating a kind of social relationship. Hence, technological attributes (features), utilitarian benefits (usefulness), as well as perceived intelligence in the form of personalisation, influence consumers most in their engagement and, thereby, in their decision-making processes. In addition, trust concerns about data security have been shown to be less relevant to consumers’ decision-making.

PLEASE NOTE: You must be a member of the University of Lincoln to be able to view this dissertation. Please log in here.