Paper Number
ECIS2026-1799
Paper Type
CRP
Abstract
By facilitating convenient product browsing, voice-based recommender agents are transforming consumer purchasing behaviour. However, these benefits may be offset by unfair recommendations, as providers could deliberately exploit the lack of visual comparison options to promote high-margin products or sponsored brands. To date, there is no systematic evidence on the consequences for firms that treat users unfairly in voice-based product browsing. Drawing on the stimulus-organism-response framework and 25 semi-structured interviews, we identified how unfair voice-based product browsing scenarios shape users’ attitudes and responses. We find that perceived lack of usefulness and the absence of reusage intention are the most frequent perceptions and responses, respectively, jeopardising provider reputation and ultimately economic outcomes. Researchers and practitioners can use our study as a basis to identify suitable configurations for voice browsing dialogues that balance fair user treatment with economic provider interests, thereby supporting the wider diffusion of voice agents.
Recommended Citation
Bahadornia, Mahdi and Matt, Christian, "Why Bother About Perceived Unfairness? An Empirical Investigation On The Consequences Of Unfair Voice-Based Product Browsing" (2026). ECIS 2026 Proceedings. 14.
https://aisel.aisnet.org/ecis2026/cog_hbis/cog_hbis/14
Why Bother About Perceived Unfairness? An Empirical Investigation On The Consequences Of Unfair Voice-Based Product Browsing
By facilitating convenient product browsing, voice-based recommender agents are transforming consumer purchasing behaviour. However, these benefits may be offset by unfair recommendations, as providers could deliberately exploit the lack of visual comparison options to promote high-margin products or sponsored brands. To date, there is no systematic evidence on the consequences for firms that treat users unfairly in voice-based product browsing. Drawing on the stimulus-organism-response framework and 25 semi-structured interviews, we identified how unfair voice-based product browsing scenarios shape users’ attitudes and responses. We find that perceived lack of usefulness and the absence of reusage intention are the most frequent perceptions and responses, respectively, jeopardising provider reputation and ultimately economic outcomes. Researchers and practitioners can use our study as a basis to identify suitable configurations for voice browsing dialogues that balance fair user treatment with economic provider interests, thereby supporting the wider diffusion of voice agents.