The Re-Mediation of Consumer/Brand Relationships Through Voice Shopping: the Case of Amazon Echo

The third paper studies how voice assistants re-mediate consumer/brand interactions. The empirical study on amazon echo finds that voice assistants background visual clues and thus challenge consumers’ sense-making in purchase decisions. This paper outlines three consumer tactics in voice shopping FMCG products: (1) habitualization, (2) commodification, and (3) delegation.


Johanna Franziska Gollnhofer (2018) ,"The Re-Mediation of Consumer/Brand Relationships Through Voice Shopping: the Case of Amazon Echo", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 352-356.


Johanna Franziska Gollnhofer, University of Southern Denmark, Denmark


NA - Advances in Consumer Research Volume 46 | 2018

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