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The effects of Digital Voice Assistants on the buying behavior of E-Commerce platform users: A Study Recommendation for HelloMary

  • Digital Voice Assistant is an interesting topic and a growing consumer trend recently. The combination between Digital Voice Assistants and their commercial applications in E-Commerce practices has brought the interest for further research, especially on customers' opinions and their buying behavior towards this trend. Various opinions from earlier studies have supported the benefits of Digital Voice Assistants on the customer buying journey and decision-making process, which show a promising utilization of such AI intervention on the human buying experience. They are believed to resolve several existing missing expectations from the customers in the occurring E-Commerce platforms. On one side, the empirical study shows a different reflection on the perceived acknowledgment of the customers in this trend. The study research also remarks that the preferences to the changes in current E-Commerce platforms are not direct to the later willingness to use Digital Voice Assistants in E-Commerce. Although the awareness and experience of this topic are new, the knowledge and recommendation from this study will help understand better the customers' mindset and explore the new perspectives in this complex trend. Additionally, this is a study recommendation for case platform HelloMary, but not limited to other E-Commerce platforms which tend to use Digital Voice Assistants as the new on-platform experience for the customer buying experience.

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Metadaten
Author:Thien Phuc Nguyen
Referee:Sabine Haller
Advisor:Ziya Gaziyev
Document Type:Master's Thesis
Language:English
Date of first Publication:2022/02/21
Publishing Institution:Hochschulbibliothek HWR Berlin
Granting Institution:Hochschule für Wirtschaft und Recht Berlin
Date of final exam:2021/10/14
Release Date:2023/01/27
Tag:Digital Voice Assistants, E-Commerce platforms, Voice Commerce, customer buying behavior, customer journey, customer decision-making process, customer experience
Page Number:87
Institutes:FB I - Wirtschaftswissenschaften / International Marketing Management M.A.
Licence (German):License LogoUrheberrechtsschutz