Understanding Consumer Product Decisions When Shopping By Voice

Using an online food ordering website, we show that consumers are more likely to choose recommended products and hedonic recommended products when shopping by voice than by other modalities (i.e., clicking or typing). Oral communication increases perceived socialness, which induces compliance behavior, and ultimately leads to recommendation acceptance.



Citation:

Zhen Yang, Yanliu Huang, Barbara Kahn, and Jiangen He (2019) ,"Understanding Consumer Product Decisions When Shopping By Voice", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 35-39.

Authors

Zhen Yang, Drexel University, USA
Yanliu Huang, Drexel University, USA
Barbara Kahn, University of Pennsylvania, USA
Jiangen He, Drexel University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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