Consumer Value Dimensions in Mobile and Voice Commerce

Voice is becoming a frontline interface across the customer journey. However, the use of digital assistants, such as chatbots and voice assistants, for shopping purposes is largely unexplored and a comprehensive understanding of the value digital assistants provide to users is missing. This study addresses this gap by applying consumption value theory to identify the dimensions influencing the use of digital assistants for shopping. By integrating this theory into the technology acceptance model, we establish a coherent framework for analyzing the values driving digital assistant adoption. The empirical results support the positive effects of functional, conditional, emotional, and epistemic consumer values on the perceived usefulness of the technical devices. Further, the digital assistants are relatively similar to smartphones in mobile shopping. Comparing the use of chatbots and smartphones for shopping, trust plays a bigger role on attitude in mobile shopping. Similarly, perceived usefulness is more relevant for attitude when using voice assistants instead of chatbots. The empirical results also reveal differences across demographic categories.