Literature Review: Voice Search Impact on UK Online Shopping

This literature review examines the growing impact of voice search technology on consumer behavior within the UK's online shopping landscape. It synthesizes research from various academic sources, including studies by Lemon and Verhoef (2016), Kazancoglu and Aydin (2018), and Schrotenboer (2019), to analyze how voice search influences the online purchase journey. The review explores the role of voice search in simplifying product searches, reducing human effort, and enhancing customer satisfaction. It also considers the adoption of voice assistants like Amazon Alexa and the potential for brand switching among consumers. The literature highlights the importance of voice search technology for retailers, emphasizing its ability to improve communication channels, reduce costs, and create more engaging shopping experiences. The review concludes by emphasizing the increasing prevalence of voice-enabled devices and their significance in shaping future online shopping trends, as well as the need for retailers to understand the underlying principles of this technology.