Exploring the Impact of Voice Search and Voice Commerce On Consumer Shopping Habits and Brand Interactions

Abstract

The significant development of digital technologies has altered how consumers shop and interact with the brand, with voice search and voice commerce becoming the major forces of transformation. This paper examines how voice-enabled technologies affect the consumer search behavior, purchasing decision-making and brand interaction in an online space. A quantitative research design was used, where a structured questionnaire was used on 300 respondents that are active users of voice enabled platforms. The analysis of data was performed by means of the descriptive and inferential statistical methods to investigate the trends in the voice search frequency, voice commerce adoption, and consumer-brand interactions. The results indicate that a large percentage of customers often use voice search to explore the products as they prefer quick, conversational, and hands-free search of information. Voice commerce has become popular especially in repetition purchases, in reorders and non-involved products categories as it adds more convenience and facilities transactions. Voice-enabled platforms are viewed by consumers as enhancing brand awareness, personalization, and loyalty despite the medium being fairly adopted in product recommendations. The research also shows that as much as voice technologies are shaping the shopping behavior and brand interaction, they are complementary resources that should co-exist with the conventional digital interactions and not a total replacement. Altogether, the present study underscores the increasing importance of voice search and voice commerce in influencing consumer behavior and suggests that the brands must consider these technologies as part of their marketing strategy to increase engagement, satisfaction, and loyalty.