Antecedents of Intention to Use Voice Commerce Applications and its Impact on Recommendation Intention

Abstract

The present study is based on a representative online survey of online shoppers conducted in Germany. To explain consumers´ intention to use voice-commerce applications and its impact on recommendation intention an integrated explanatory model was developed. The model is based on the Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2), which was expanded to include the constructs of “perceived risk” and “recommendation intention”. The postulated associations were studied using regression analysis. “Performance expectancy” and “social influence” are the factors that have the strongest (highly significant) influence on the intention of the surveyed German online shoppers to use voice-commerce applications. For “hedonic motivation” a weaker (significant) influence can be confirmed. “Effort expectancy” has no significant effect. “Privacy risk” has a weak but highly significant negative influence on the intention to use a voice commerce application. Perceived “functional risk” has no significant effect. The “intention to use” a voice commerce application has a strong and highly significant influence on the “recommendation intention”.Keywords: voice commerce; voice assistant; hedonic motivation; performance expectancy; effort expectancy; social influence; privacy risk; functional risk; intention to use; recommendation intention

Keywords: voice commerce, voice application, voice assistant, smart speaker, Loyalty

DOI: 10.54941/ahfe1002279