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



Share Proceeding

Featured papers

See More

Featured

When Consumers Choose for Others, Their Preferences Diverge from Their Own Salient Goals

Olya Bullard, University of Winnipeg

Read More

Featured

Priming & Privacy: How Subtle Trust Cues Online Affect Consumer Disclosure and Purchase Intentions

James A Mourey, DePaul University, USA
Ari Waldman, New York Law School

Read More

Featured

J6. Cozying up to the Kardashians: A Theory for Consumers' Affinity towards Celebrity Gossip

Jayant Nasa, Indian School of Business
Tanuka Ghoshal, Baruch College, USA
Raj Raghunathan, University of Texas at Austin, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.