Inicio  /  Information  /  Vol: 15 Par: 4 (2024)  /  Artículo

From Typing to Talking: Unveiling AI?s Role in the Evolution of Voice Assistant Integration in Online Shopping

Guillermo Calahorra-Candao and María José Martín-de Hoyos    


This study develops a theoretical framework integrating the Technology Acceptance Model (TAM) and Uses and Gratifications Theory (UGT) to predict and understand the acceptance of voice shopping intentions, particularly through AI-driven voice assistants. This research delves into the dual aspects of AI voice shopping platforms: the functional attributes outlined by the TAM and personal gratifications highlighted by the UGT, such as enjoyment, performance expectancy, and perceived safety. It uncovers a favorable user attitude towards voice shopping, emphasizing the significant role of performance expectancy and perceived utility on behavioral intentions. Key insights include the critical importance of security and privacy for user trust and the acceptance of new AI technologies, and the necessity of a balanced approach that merges functional, emotional, and security aspects for successful AI integration in daily technology use. Contrary to expectations, this study reveals a weak relationship between social norms and perceived usefulness, suggesting a misalignment with societal expectations. This research enriches the understanding of voice shopping using virtual assistants, offering valuable insights into consumer behavior and AI technology acceptance. It highlights practical implications for AI research, the development of voice-based software, and AI-driven advertising strategies, emphasizing the communication of benefits and emotional resonance in voice-enabled AI assistants for consumer purchases.