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Voice commerce is a newly evolving e-commerce channel where consumers communicate with dedicated systems on smart speakers or other devices using their voice, in order to find products. This paper comparatively investigates factors for customers’ satisfaction in voice commerce and ecommerce. Being the first study to scientifically analyze customer satisfaction factors in voice commerce and compare them with e-commerce, we conducted a survey with 178 consumers and used structural equation modeling for statistical hypotheses testing. The results show, that consumers have higher expectations in convenience for voice commerce than they have for ecommerce. Transaction process efficiency significantly influences satisfaction in voice commerce, but not in e-commerce. This research provides implications for future research on voice commerce strategy and system design.

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Feb 28th, 8:00 AM

How Voice Can Change Customer Satisfaction: A Comparative Analysis between E-Commerce and Voice Commerce

Voice commerce is a newly evolving e-commerce channel where consumers communicate with dedicated systems on smart speakers or other devices using their voice, in order to find products. This paper comparatively investigates factors for customers’ satisfaction in voice commerce and ecommerce. Being the first study to scientifically analyze customer satisfaction factors in voice commerce and compare them with e-commerce, we conducted a survey with 178 consumers and used structural equation modeling for statistical hypotheses testing. The results show, that consumers have higher expectations in convenience for voice commerce than they have for ecommerce. Transaction process efficiency significantly influences satisfaction in voice commerce, but not in e-commerce. This research provides implications for future research on voice commerce strategy and system design.

 

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