Understanding Consumer Behavior towards Voice Search in Online Shopping

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Understanding
consumer behavior
towards voice search in
online shopping

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Literature review
The key aim of this section is to analyze the viewpoints of other researchers
on the selected topic and evaluate the results or findings of the other
journal papers. It is observed that in the last five years there are numbers of
papers were published on voice search and the researchers highlighted
their importance in online shopping in the UK.
Lemon and Verhoef, (2016) argued that the term voice search refers to the
voice-enabled technology that allows the consumers to a voice command for
searching something on the internet. It is one of the advanced
communication technology which is now used in the retail industry and
online shopping process. The author has found that voice search technology
plays a major role in online shopping where it helps consumers for
searching for various products by providing voice commands. This finding is
very appropriate and Kazancoglu and Aydin, (2018) also supported that
using voice search technology complexity of the system may be reduced.
It is observed that voice search has the potential to reduce human efforts
and improve the effectiveness of search engines by which consumers can
easily search and buy online products. In this paper, the authors critically
reviewed the importance of voice search and highlighted the key aspects of
voice search and it is true that this technology plays a crucial character in
the purchase journey of online shoppers in the UK. Kazancoglu and Aydin,
(2018) proposed a study based on the voice search technology and
highlighted the impacts of this advanced technology on online shopping and
shoppers in the UK. The author stated that the term voice search is defined
as a method of search that enables consumers to search with the help of
voice commands rather than typing the name of the products.
As compared with the other papers, the authors proposed a reliable
investigation on the selected topic and also included the opinions of other

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participants using a survey. It is observed that in the online shopping
engines voice search technology can be implemented because of their
ability to reduce errors and human efforts. A recent study conduc6ed by
Lee, et al., (2018) argued on the findings of Kazancoglu and Aydin, (2018)
and identified that in the area of online shopping voice search technology
involve major two factors for input and output commands, for example,
automatic speech recognition and text to speech process. In this generation,
users are interested to complete their works by sending voice commands
due to which the use of voice search is growing very fast and by developing
and implementing this technology in online shopping companies may
enhance their effectiveness.
From the previous investigation, it is observed that voice search technology
provide peace of mind and confidence to the shoppers by which users can
search for any product in very less time. Schrotenboer, (2019) conducted a
survey and identified that around 35% of people in the UK reported that
using voice search technology in online shopping can reduce efforts and
make them more likely while purchasing products from the online stores.
Therefore, the author concluded that voice search effectively controls and
manage the performance of online shopping and also help the consumers
for searching for products appropriately. As compared with the other
investigations, Chauhan and Sarabhai, (2018) examined the key aspects of
voice search technology and supported the importance of this technology in
the shopping sectors.
The authors also found that around 2.7 million consumers in the United
Kingdom are utilizing Amazon Alexa and other voice-controlled devices that
help them for reducing their efforts and change the shoppers online
purchase journey in the UK. Rosenbaum, et al., (2017) argued about the
importance of voice search technology but López, Quesada, and Guerrero,
(2017) provided complete information and highlighted the entire process of
voice search technology. it is observed that shoppers in the world have

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accumulated a huge experience of online shopping in the last five years but
voice search technology changed the way of business communities.
Hoy, (2018) proposed a journal investigation about voice search technology
and evaluated that Pradhan, Mehta, and Findlater, (2018) did not provide
relevant information about the research topic due to which the students are
not able to analyze the impact of voice search on online shopping. But, the
current literature identifies each and every aspect about the voice search
and also highlights the findings of other papers. It is examined that voice
search is one of the most effective approaches for impressing consumers
and it can be adopted in the online shopping sectors where consumers can
easily provide their commands to the system. Tamagawa, (2011) agreed
that voice search technology allows shoppers in the UK to respond more
effectively and in very less time which can increase the customer
satisfaction process. The author evaluated that for increasing the
effectiveness of the online shopping the companies should adopt voice
search technology and provide voice recognition technique.
The researchers estimated that in the year 2021 more than 1.6 billion
consumers will utilize the fundamentals of voice search technology and
more than 70% of online shopping communities will adopt the voice
assistants in their products and services. Alexa is one of the best examples
of voice search technology by which consumers can control and manage
their activities from any location and they can purchase any products from
online shopping companies. Parker, (2018) observed that customer
satisfaction can be increased by using voice search technology and it is true
that online shopping companies can improve customer satisfaction by
including the working principles of voice search. In this modern generation,
consumer service is the most practical utilization case for the voice
assistants and virtual recognition technology.

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When the voice search technology comes into the online purchase process,
the consumers can reduce their efforts and can easily find the actual
products from the companies. According to Dujmešić, Bajor, Rožić, (2018)
around 20% of the consumers in the UK planned to buy their gifts with the
help of voice assistants and more than 60% of shoppers in the worldwide
are using voice recognition techniques along with the AI-enabled home
assistants. It is agreed that the highlighted key factors about voice search
can help the students for analyzing the importance of voice assistant in
society. Furey and Blue, (2018) highlighted the significance of voice search
technology but did not include their impacts on the shoppers.
The drawbacks of the previous investigation were maintained by Callaghan,
et al., (2018) and also agreed that in terms of accuracy voice search is more
reliable and effective that has the potential to control human assistants
from any location. From the perspective of a retailer, the cost saving is a
major factor which can be solved by using voice search technology that does
not require any human assistant. It is observed that omnichannel is defined
as a multichannel process for selling products and services using internet
connections. Mainly, in the UK omnichannel based shopper’s uses the
concept of voice search and telephonic systems for helping consumers while
buying something. Kerekešová, Babič, and Gašpar, (2018) examined that
omnichannel approach uses the major three factors which includes a
promotion, distribution and communication channel that help consumers for
buying products effectively.
It is suggested that for improving the effectiveness of the communication
channels consumers may use voice search technology and adopt voice
assistants. From this paper, it has found that using voice search technology
in the workplace companies can enhance their productivity and shoppers
can easily buy any product in very less time. As stated by Tuzovic, and
Paluch, (2018) in the year 2017 around 29% of shoppers adopted the voice-
based devices which supported them for buying any products in an effective

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way. The authors also argued that voice search is going to change the way
of communication where shoppers can communicate with the computing
devices and reduce efforts for doing any work in their home. It is observed
that the increment in the voice search and voice assistant devices may
change the perspectives of consumers while shopping online. In the year
2017 around 27 million voice search devices sold in the UK where more
than 60% of consumers adopted Amazon Alexa rather than Google
Assistant.
A recent survey conducted by Yang, and Lee, (2019) examined that 29% of
voice-based devices are using consumers for online shopping purpose and
other 41% users contain the voice search technology for other processes.
The author agreed that using Alexa devices can help amazon for improving
their productivity and performance but Liew and Tan, (2018) observed that
voice search technology can lead to more concentrated growth because it
drives voice assistant consumers for buying products. It is agreed that voice
search technology can create a platform where online shopping system can
enhance their effectiveness and reduce errors faced by the consumers while
searching for any product.
For example, if any consumer wants to buy something from the amazon
then he/she can provide a command to the Alexa about the product and the
voice-enabled technology to help the consumer for buying various products.
From the previous investigation, it has found that voice search technology
can make easy for consumers to check the past history of online shopping.
With the help of voice search technology, consumers can send and provide
their reviews without typing anything. Ennis, et al., (2017) reported that
voice search is an effective technology that has the potential to manage the
online shopping process in an effective way. The author included the
findings of other papers which helped for better understanding the research
topic and achieving aims of the investigation. As compared with this paper
Blue, et al., (2018) provided effective information and also included some