Figure 1
The diagram shows a conceptual framework illustrating the state of voice commerce research. At the top left, an oval labeled “Consumers” is connected to an oval labeled “Service providers” on the top right by a left-pointing arrow labeled “Service”, indicating that service flows from providers to consumers. A vertical arrow labeled “Request” points downward from “Consumers” to a cylindrical shape labeled “Voice assistants”, showing that consumers send requests through voice assistants. From the “Voice assistants” cylinder, a large diagonal arrow labeled “Request” points upward toward “Service providers”, indicating that assistants transmit consumer requests to providers. A bracket on the left groups these elements under the label “Voice commerce”. Below the diagram, two sections summarize research directions. The left section, titled “Extant research focus”, lists “Voice assistant attributes” and “Interaction between voice assistant and consumer attributes”. The right section, titled “Extant research gap and present research focus”, lists “Service attributes”, “Service providers attributes”, and “Interaction between service, service provider, and consumer attributes”.State of voice commerce research. Source: Authors’ own illustration