Who are voice users? The contributions of decision-making conflict theory

Benavent, Christophe; Berriche, amira; Constantinides, Efthymios

Document type :

Compte-rendu et recension critique d'ouvrage

DOI :

10.1108/JCM-04-2021-4584

Title :

Who are voice users? The contributions of decision-making conflict theory

Author(s) :

Benavent, Christophe [Auteur]
Dauphine Recherches en Management [DRM]
Berriche, amira [Auteur]

Lille University Management Lab - ULR 4999 [LUMEN]
Lille économie management - UMR 9221 [LEM]
Constantinides, Efthymios [Auteur]

Journal title :

Journal of Consumer Marketing

Pages :

800-813

Publisher :

Emerald

Publication date :

2022

ISSN :

0736-3761

Keyword(s) :

Emotional conflict
Decision conflict
Voice assistant
Digital marketing
V-commerce
Voice user

HAL domain(s) :

Sciences de l'Homme et Société/Gestion et management

English abstract : [en]

Purpose – This paper aims to categorize users of voice assistants and analyze decision-making conflicts to predict intention to adopt voicecommerce (v-commerce).Design/methodology/approach – This exploratory study used ...
Show more >Purpose – This paper aims to categorize users of voice assistants and analyze decision-making conflicts to predict intention to adopt voicecommerce (v-commerce).Design/methodology/approach – This exploratory study used expert survey-based data collection founded on data saturation.Findings – This study identifies three forms of voice systems based on senses aroused (screen first, voice only and voice first) and four profiles ofvoice users (passive resistant, hedonistic adopter, utilitarian adopter and active resistant), each with a different appraisal of the benefits and costs ofv-commerce adoption and the experiences (positive or negative) felt during the shopping experience. This study proposes a conceptual model topredict intention to adopt v-commerce depending on voice-system and -user characteristics.Practical implications – Learning from this study can help improve the marketing strategies and actions put in place by voice-assistant brands andadvertisers by providing insights for adapting product recommendation algorithms to meet the needs of the identified profiles.Originality/value – This paper provides an answer to the limits of classical approaches based on “one-size-fits-all” strategy by showing how voiceassistant users have different profiles that span a gradient of advance in technology adoptionShow less >

Language :

Anglais

Popular science :

Non

Collections :

Lille Économie Management (LEM) - UMR 9221

Source :

Harvested from HAL

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