Figure 2
The thematic framework links three attribute categories to voice commerce purchase intention. On the left, three stacked rectangles represent the themes. The top rectangle, titled “Theme 1: Consumer Attributes”, lists “Perceived Relative Advantage”, “Perceived Privacy Risk”, “User Familiarity”, and “Social Influence and Normative Pressures”. The middle rectangle, titled “Theme 2: Service Attributes”, includes “Service complexity” and “Service Consumption phase”. The bottom rectangle, titled “Theme 3: Service Provider Attributes”, lists “Brand Familiarity” and “Multichannel Integration”. Arrows connect the themes, indicating relationships among consumer, service, and provider attributes. Each theme also has a right-pointing arrow leading to a large rectangle on the right labeled “Voice Commerce Purchase Intention”, showing that all three attribute groups influence purchase intention.Thematic findings. Notes: Technological attributes such as voice assistant attributes beyond the scope of this study. Source: Authors’ own illustration