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How Voice Assistants Influence Your Purchasing Choices

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Consumers are increasingly using voice assistants (VAs) in their daily routines, especially to make purchasing decisions. However, despite their increasing presence in our lives, their influence on consumer purchasing has been largely overlooked in research.

Now, Professor Argiro Kliamenakis has received a School of Management Research Grant to study the influence of voice assistants on consumer decision-making.

Kliamenakis will explore which situations make consumers more likely to follow VA recommendations. Her research will also focus on how the social nature of a VA can influence consumer decisions. She’ll study how VAs influence the shopping experience, including the roles of VA characteristics and social norms.

What will the research contribute?

Not only could this research help companies develop product recommendation algorithms, but it could also have positive implications for society. For example, it could help make charities’ ads more effective, for the betterment of society. It could also add to the literature on consumer behaviour.

About the Author

Phoenix a rejoint l'équipe de Direction de la recherche de Telfer en 2021 grâce au régime travail-études. Elle est diplômée du baccalauréat spécialisé en enseignement des langues secondes et est présentement inscrite au programme de formation à l’enseignement (B.Éd.). Ses responsabilités comprennent la gestion et l'analyse de données, la rédaction d'articles, en plus d'autres tâches administratives.<br/><br/>Phoenix joined the Telfer Research Office in 2021 through the work-study program. She holds an Honours Bachelor of Arts in Second Language Teaching and is working toward a Bachelor of Education. Her responsibilities include data management and analytics, story writing, and other administrative tasks.

Profile Photo of Phoenix Hudson