Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/330623 
Year of Publication: 
2025
Citation: 
[Journal:] Journal of Marketing Analytics [ISSN:] 2050-3326 [Volume:] 13 [Issue:] 3 [Publisher:] Palgrave Macmillan [Place:] London [Year:] 2025 [Pages:] 587-605
Publisher: 
Palgrave Macmillan, London
Abstract: 
Voice is becoming a frontline interface across the customer journey. However, the role of digital assistants, such as chatbots and voice assistants, in shopping remains underexplored and a comprehensive understanding of the value that these assistants provide is still missing. This study addresses this gap by applying consumption value theory to identify the dimensions influencing the use of such digital assistants for shopping. By integrating this theory into the technology acceptance model, we develop a coherent framework to analyze the values driving digital assistant adoption. The research model highlights the importance of epistemic, conditional, emotional, and functional values in determining the perceived usefulness of digital assistants for shopping, while social value and ease of use are less impactful. Trust positively influences both attitude and behavioral intention, while perceived risk negatively affects attitude but not intention; digital assistants in conversational commerce share similarities with smartphones in mobile shopping. When comparing chatbots and smartphones, trust has a stronger impact on consumer attitudes in mobile shopping. In contrast, perceived usefulness plays a more prominent role in shaping attitudes toward the use of voice assistants rather than chatbots. The empirical findings also highlight significant differences across demographic groups.
Subjects: 
Chatbots
Consumption value theory
Conversational commerce
Digital assistants
Mobile commerce
Voice assistants
Voice commerce
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article
Document Version: 
Published Version

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