Table 1 Literature on attributes in...

Table 1

Literature on attributes in conversational (voice) commerce research

Attribute category	Attribute	Current study	Existing studies	Contribution
Consumer	Autonomy-efficiency tradeoff		Dellaert et al. (2020)
	Cognitive effort (includes attributes like mental capacity)		Berriche et al. (2022), Dellaert et al. (2020)
	Interaction frequency		Hernández-Ortega et al. (2022)
	Interest		Hernández-Ortega et al. (2022)
	Path dependence of decision process		Dellaert et al. (2020)
	Perceived relative advantage	☑		Theoretical extension
	Personality traits		Bawack et al. (2021)
	Pleasure-based satisfaction		Hernández-Ortega et al. (2022)
	Positive-to-negative emotions ratio		Berriche et al. (2022)
	Privacy concerns	☑	Bawack et al. (2021), Berriche et al. (2022)	Theoretical generalizability
	Relational cohesion (includes attributes like perceived power, perception of voice assistant as partner or servant, relationship orientation)		Grewal et al. (2022), Hernández-Ortega et al. (2022), Tassiello et al. (2021), van Doorn et al. (2017)
	Social influence and normative pressures	☑	Moriuchi (2019)	Theoretical generalizability
	Technology readiness		van Doorn et al. (2017)
	Transparency		Berriche et al. (2022)
	Trust (includes attributes like distrust, perceived risk due to bias)		Bawack et al. (2021), Berriche et al. (2022), Malodia et al. (2023), McLean et al., (2021), Rabassa et al. (2022)
	User familiarity (includes attributes like prior experience)	☑	Bawack et al. (2021)	Theoretical generalizability
Product and service	Attractiveness		van Doorn et al. (2017)
	Level of product involvement		Tassiello et al. (2021)
	Manipulability		van Doorn et al. (2017)
	Number of options		Dellaert et al. (2020)
	Receptiveness		van Doorn et al. (2017)
	Service complexity	☑		Theoretical extension
	Service consumption phase (includes stages of customer journey)	☑	Grewal et al. (2022)	Theoretical generalizability
	Type of task (includes type of decision task: objective/subjective, transactional/non-transactional)		Dellaert et al. (2020), Moriuchi (2019)
Service provider	Brand familiarity	☑		Theoretical extension
Service provider	Multichannel integration	☑		Theoretical extension
Voice assistant (outside scope of study)	Anthropomorphization (includes attributes like human likeness, humanness, personification)		Dellaert et al. (2020), Grewal et al. (2022), Malodia et al. (2023), van Doorn et al. (2017)
	Benefit-to-cost ratio (includes attributes like hedonic and utilitarian benefits)		Berriche et al. (2022), McLean et al. (2021)
	Convenience		Malodia et al. (2023)
	Competence		van Doorn et al. (2017)
	Intelligence (includes attributes like perceived intelligence)		Grewal et al. (2022), McLean et al. (2021)
	Localization		Moriuchi (2019)
	Media richness		Berriche et al. (2022)
	Perceived control		Berriche et al. (2022)
	Perceived ease of use		Malodia et al. (2023), McLean et al. (2021), Moriuchi (2019)
	Perceived usefulness		Berriche et al. (2022), Malodia et al. (2023), McLean et al. (2021), Moriuchi (2019)
	Personalization		Berriche et al. (2022)
	Social attractiveness (includes attributes like social identity, social presence)		Malodia et al. (2023), McLean et al. (2021)
	Technical maturity		Berriche et al. (2022)
	Warmth		van Doorn et al. (2017)
Outcome	Purchase intention (as a proxy of actual purchase)	☑	Malodia et al. (2023), Tassiello et al. (2021)	Theoretical generalizability

Attribute category	Attribute	Current study	Existing studies	Contribution
Consumer	Autonomy-efficiency tradeoff		Dellaert et al. (2020)
	Cognitive effort (includes attributes like mental capacity)		Berriche et al. (2022), Dellaert et al. (2020)
	Interaction frequency		Hernández-Ortega et al. (2022)
	Interest		Hernández-Ortega et al. (2022)
	Path dependence of decision process		Dellaert et al. (2020)
	Perceived relative advantage	☑		Theoretical extension
	Personality traits		Bawack et al. (2021)
	Pleasure-based satisfaction		Hernández-Ortega et al. (2022)
	Positive-to-negative emotions ratio		Berriche et al. (2022)
	Privacy concerns	☑	Bawack et al. (2021), Berriche et al. (2022)	Theoretical generalizability
	Relational cohesion (includes attributes like perceived power, perception of voice assistant as partner or servant, relationship orientation)		Grewal et al. (2022), Hernández-Ortega et al. (2022), Tassiello et al. (2021), van Doorn et al. (2017)
	Social influence and normative pressures	☑	Moriuchi (2019)	Theoretical generalizability
	Technology readiness		van Doorn et al. (2017)
	Transparency		Berriche et al. (2022)
	Trust (includes attributes like distrust, perceived risk due to bias)		Bawack et al. (2021), Berriche et al. (2022), Malodia et al. (2023), McLean et al., (2021), Rabassa et al. (2022)
	User familiarity (includes attributes like prior experience)	☑	Bawack et al. (2021)	Theoretical generalizability
Product and service	Attractiveness		van Doorn et al. (2017)
	Level of product involvement		Tassiello et al. (2021)
	Manipulability		van Doorn et al. (2017)
	Number of options		Dellaert et al. (2020)
	Receptiveness		van Doorn et al. (2017)
	Service complexity	☑		Theoretical extension
	Service consumption phase (includes stages of customer journey)	☑	Grewal et al. (2022)	Theoretical generalizability
	Type of task (includes type of decision task: objective/subjective, transactional/non-transactional)		Dellaert et al. (2020), Moriuchi (2019)
Service provider	Brand familiarity	☑		Theoretical extension
Service provider	Multichannel integration	☑		Theoretical extension
Voice assistant (outside scope of study)	Anthropomorphization (includes attributes like human likeness, humanness, personification)		Dellaert et al. (2020), Grewal et al. (2022), Malodia et al. (2023), van Doorn et al. (2017)
	Benefit-to-cost ratio (includes attributes like hedonic and utilitarian benefits)		Berriche et al. (2022), McLean et al. (2021)
	Convenience		Malodia et al. (2023)
	Competence		van Doorn et al. (2017)
	Intelligence (includes attributes like perceived intelligence)		Grewal et al. (2022), McLean et al. (2021)
	Localization		Moriuchi (2019)
	Media richness		Berriche et al. (2022)
	Perceived control		Berriche et al. (2022)
	Perceived ease of use		Malodia et al. (2023), McLean et al. (2021), Moriuchi (2019)
	Perceived usefulness		Berriche et al. (2022), Malodia et al. (2023), McLean et al. (2021), Moriuchi (2019)
	Personalization		Berriche et al. (2022)
	Social attractiveness (includes attributes like social identity, social presence)		Malodia et al. (2023), McLean et al. (2021)
	Technical maturity		Berriche et al. (2022)
	Warmth		van Doorn et al. (2017)
Outcome	Purchase intention (as a proxy of actual purchase)	☑	Malodia et al. (2023), Tassiello et al. (2021)	Theoretical generalizability

Note(s): The checkmarks (☑) in the “Current Study” column indicate the attributes explicitly examined in this study. These attributes are central to the study’s analysis and findings. The terms in the “Contribution” column include theoretical extension, which refers to the introduction of new attributes or perspectives not previously explored in the literature on conversational (voice) commerce, as well as theoretical generalizability, which indicates that this study confirms or replicates findings from previous studies, showing that these attributes are also covered and found to be relevant in this study. With this understanding, the table shows that this study advances the understanding of conversational (voice) commerce by integrating and extending key attributes across consumer, product, service and outcome categories, where it introduces novel attributes such as “perceived relative advantage,” “service complexity,” “brand familiarity” and “multichannel integration,” which were not previously examined (i.e. theoretical extension), while also reaffirming established attributes like “privacy concerns” and “user familiarity” (i.e. theoretical generalizability). This dual approach provides a more comprehensive framework for future research on conversational (voice) commerce

Source(s): Authors’ own compilation

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