Exploring consumer engagement with smart voice assistants in the era of emerging conversational technologies
Kumar Rohit, Amit Shankar, Ankit Mehrotra, Muhammad Zafar Yaqub, Pragya Gupta · Marketing Intelligence & Planning · 2025
Purpose The study aims to unravel the complex dynamics between consumers and smart voice assistants (SVAs) in online transactions by identifying key values and motivations through the triangular theory of love (TTL) and the theory of consumption value (TCV), offering a nuanced view of digital consumer behavior. Design/methodology/approach The study employed a quantitative approach. It analyzed data from 289 participants in the UK and US to explore relationships among perceived values, passion, intimacy, commitment, and engagement, employing structural equation modeling and PROCESS macro for hypothesis testing. Findings The study’s findings suggest that perceived values such as symbolic, novelty, and anthropomorphic values foster passion for SVAs in consumers. In addition, the study establishes that passion positively impacts intimacy and commitment, further influencing consumer engagement. The moderation analysis of technostress reveals its influence on the relationship between social presence value and passion. Research limitations/implications The study enhances understanding of SVAs adoption in terms of perceived consumer value and engagement literature. The practical implications offer actionable insights for SVAs marketers and companies on leveraging hedonic, anthropomorphic values and a user-centric approach, complemented by strategies to mitigate technostress to enhance engagement and foster a deep emotional connection with SVAs. Originality/value This study introduces a novel integrated framework combining the TTL and the TCV to explore consumer engagement with SVAs, offering unique insights into the motivations behind SVAs usage and the impact of technostress, thereby enriching both academic and practical understanding of SVAs engagement in the digital marketplace.