Can Voice Reviews Enhance Trust in Voice Shopping? The Effects of Voice Reviews on Trust and Purchase Intention in Voice Shopping

Abstract

Despite the high expectations of the voice shopping market, the impact of reviews and product types on voice commerce has yet to be explored. The purpose of this study is to investigate the effect of reviews and product types on users’ trust and purchase intentions in voice shopping. We explore users’ trust for voice shopping, trust in the vendor and purchase intention in three different types of reviews (i.e., no review, review by rating, and review by feature) and product types (i.e., search goods, experience goods, and convenience goods). We found that review conditions had a significant effect on purchase intentions and trust in voice shopping, whereas product types did not. Even within the review conditions, only the review by rating condition showed a significant difference from the no review condition. This study contributes to consumers and marketers by demonstrating the importance of providing rating reviews which requires a low cognitive load in the audio-centric environment. © 2022 by the authors.