Sample characteristics
| Characteristic | Business developers (n: 15) | Users (n: 18) |
|---|---|---|
| Age range | 25–45 years | 18–60 years |
| Gender | Male: 8, Female: 7 | Male: 8, Female: 10 |
| Occupation | UX designers, developers and product managers | Homemakers, professionals, students |
| Prior experience with voice assistants | 1–5 year(s) | 0–3 year(s) |
| Prior experience with online shopping | 3–10 years | 1–8 year(s) |
| Characteristic | Business developers ( | Users ( |
|---|---|---|
| Age range | 25–45 years | 18–60 years |
| Gender | Male: 8, Female: 7 | Male: 8, Female: 10 |
| Occupation | UX designers, developers and product managers | Homemakers, professionals, students |
| Prior experience with voice assistants | 1–5 year(s) | 0–3 year(s) |
| Prior experience with online shopping | 3–10 years | 1–8 year(s) |
Source(s): Authors’ own compilation
Coding (with definitions)
| First-order codes | Second-order concepts (and definitions) | Third-order categories (and definitions) |
|---|---|---|
| I’m unsure about using it for banking | Service complexity The perceived complication or difficulty of using voice commerce for specific services, including those requiring detailed information or sensitive transactions | Service attributes The characteristics of the service being provided that influence consumer perceptions and behaviors in voice commerce |
| For a restaurant reservation and you know what you’re going to order [I might just say] make my usual reservation and order my usual plate | ||
| If it’s a plane ticket, a lot of things can go wrong | ||
| I’d ask Alexa to find the cheapest flight on Kayak | Service consumption phase The specific stage in the service consumption process where voice commerce is utilized (e.g. pre-purchase, service consumption, post-purchase) | |
| Voice should be used only where it’s apt in the purchase process | ||
| It’s fine until tasks like account creation or adding payment methods | ||
| I’d only use it for platforms or brands I deeply trust and value | Brand familiarity The extent to which consumers recognize and have prior experience with a brand, which influences their willingness to use voice commerce for purchasing that brand’s products | Service provider attributes The characteristics of the service provider that shape consumer perceptions and behavior in voice commerce |
| If it’s a luxury brand known for quality, I’d trust their service without prior experience | ||
| I generally lean toward brands I’ve used before. Why risk something unknown? | ||
| It should be simpler and faster than other channels, delivering the same results | Multichannel integration The degree to which voice commerce is seamlessly integrated with other service channels (e.g. app, website), providing a consistent and cohesive customer experience | |
| The process should mimic how you’d do it yourself on the app or website, but with a voice assistant guiding each step | ||
| A hybrid approach works best. I’d use it as a supplementary tool | ||
| The convenience of having things delivered home with minimal effort is appealing | Perceived relative advantage The extent to which voice commerce is viewed as offering benefits over existing methods, such as convenience, speed or reduced effort | Consumer attributes The characteristics or perceptions of consumers that affect their behaviors toward voice commerce |
| If it simplifies life or aids in urgent situations, that’s valuable | ||
| Speaking is more comfortable than typing, so I’d rather ask directly | ||
| There’s a fear of conversations being leaked, leading to potential blackmail | Perceived privacy risk The concerns about the potential for misuse or unauthorized access to personal data when using voice commerce | |
| There’s always insecurity because you can’t see what you’re buying, just discussing it | ||
| Trust issues arise. What if the voice assistant doesn’t complete the transaction correctly? | ||
| After successfully navigating it a few times, my trust would be stronger. It’s like cultivating trust with an algorithm | User familiarity The level of comfort or ease a consumer has in using voice commerce based on prior experience and repeated interactions | |
| Once familiarized, it certainly streamlines the process, saving time and proving its efficiency | ||
| Perhaps, introduce it for specific tasks. Once it proves reliable, I’d use it more | ||
| If a friend recommends it, I might try it | Social influence and normative pressures The influence of social norms and the behaviors of others on a consumer’s willingness to adopt and use voice commerce | |
| I use it mainly because others do. If many adopt it, there’s probably a good reason | ||
| I noticed many people using it and found it intriguing. That prompted me to try |
| First-order codes | Second-order concepts (and | Third-order categories (and |
|---|---|---|
| I’m unsure about using it for banking | ||
| For a restaurant reservation and you know what you’re going to order [I might just say] make my usual reservation and order my usual plate | ||
| If it’s a plane ticket, a lot of things can go wrong | ||
| I’d ask Alexa to find the cheapest flight on Kayak | ||
| Voice should be used only where it’s apt in the purchase process | ||
| It’s fine until tasks like account creation or adding payment methods | ||
| I’d only use it for platforms or brands I deeply trust and value | ||
| If it’s a luxury brand known for quality, I’d trust their service without prior experience | ||
| I generally lean toward brands I’ve used before. Why risk something unknown? | ||
| It should be simpler and faster than other channels, delivering the same results | ||
| The process should mimic how you’d do it yourself on the app or website, but with a voice assistant guiding each step | ||
| A hybrid approach works best. I’d use it as a supplementary tool | ||
| The convenience of having things delivered home with minimal effort is appealing | ||
| If it simplifies life or aids in urgent situations, that’s valuable | ||
| Speaking is more comfortable than typing, so I’d rather ask directly | ||
| There’s a fear of conversations being leaked, leading to potential blackmail | ||
| There’s always insecurity because you can’t see what you’re buying, just discussing it | ||
| Trust issues arise. What if the voice assistant doesn’t complete the transaction correctly? | ||
| After successfully navigating it a few times, my trust would be stronger. It’s like cultivating trust with an algorithm | ||
| Once familiarized, it certainly streamlines the process, saving time and proving its efficiency | ||
| Perhaps, introduce it for specific tasks. Once it proves reliable, I’d use it more | ||
| If a friend recommends it, I might try it | ||
| I use it mainly because others do. If many adopt it, there’s probably a good reason | ||
| I noticed many people using it and found it intriguing. That prompted me to try |
Source(s): Authors’ own compilation and definitions
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