The Impact of Voice Assistant on Consumer Shopping Behaviour and Strategies for Optimizing Marketing in Voice Search Commerce

Srijan Sahai; BS Patil

doi:10.36948/ijfmr.2025.v07i02.43271

The Impact of Voice Assistant on Consumer Shopping Behaviour and Strategies for Optimizing Marketing in Voice Search Commerce

Author(s)	Mr. Srijan Sahai, Dr. BS Patil
Country	India
Abstract	The rapid integration of voice assistants (e.g. Alexa and Google Assistant) into consumer shopping has redefined the dynamics of e-commerce, emphasising speed, convenience, and conversational interactions. This study examines the impact of voice-enabled technologies on purchasing decisions and identifies strategies for optimising marketing in voice-search commerce. Through quantitative analysis of survey data from diverse demographics, analysed using SPSS, this study evaluates critical factors such as trust in AI-driven recommendations, privacy concerns, and the role of user experience in shaping adoption. Key findings reveal that 82% of users prioritise voice shopping for its efficiency in routine purchases, while younger demographics (18–34 years) exhibit significantly higher trust in voice assistant recommendations (72%) than older users (55+), where 55% cite privacy concerns as a barrier. Reliability testing (Cronbach’s alpha = 0.89) confirmed the internal consistency of the Likert-scale instrument. Correlation analysis highlighted strong relationships between usage frequency and factors such as speed (ρ = 0.51), personalisation (ρ = 0.42), and voice-optimised product information (ρ = 0.49). This study underscores the importance of natural language optimisation, seamless payment integration, and transparent privacy practices for brands. Strategic recommendations include adopting conversational marketing, refining AI-driven personalisation, and addressing technical barriers, such as voice recognition errors. The limitations of this study include the small sample size of older adults and self-report bias. Future research should explore cultural adaptations and hybrid interfaces (e.g. AR-voice integration). This study provides actionable insights for businesses to leverage the potential of voice commerce while balancing ethical considerations and user-centric design.
Keywords	Voice commerce, consumer behaviour, AI recommendations, privacy concerns, conversational marketing.
Field	Business Administration
Published In	Volume 7, Issue 2, March-April 2025
Published On	2025-04-30
DOI	https://doi.org/10.36948/ijfmr.2025.v07i02.43271
Short DOI	https://doi.org/g9g785

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The Impact of Voice Assistant on Consumer Shopping Behaviour and Strategies for Optimizing Marketing in Voice Search Commerce

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