A TCCM-Based Review of Consumer Behaviour Towards Digital Voice Assistants and Future Research Agenda

Abstract

This Systematic Literature Review explores the evolving landscape of consumer behaviour towards DVAs using the TCCM (Theory-Context-Characteristics-Methodology) framework. Through a comprehensive analysis of 64 research papers sourced from the Scopus database, indexed in the ABDC (Australian Business Deans Council) category list, and published until December 2023, we uncover pivotal themes and significant knowledge gaps in the current body of research. The findings show that most studies on consumer-DVA interactions are empirical in nature, predominantly focused on the shopping and hospitality sectors, and grounded in the Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT) frameworks. Applying the TCCM framework, this paper uncovers fertile ground for future research, highlighting opportunities for further exploration and development. Building on the identified research gaps and our insights, we present integrated frameworks on consumer behaviour towards DVAs. Additionally, we provide actionable recommendations for DVA researchers, developers, and marketers, highlighting critical areas for future research, such as integrating sentiment analysis and emotional recognition capabilities. We also propose tailored strategies, including customizable DVA personalities and engaging voice experiences, to enhance consumer engagement and brand loyalty. The paper concludes with a summary of limitations and key findings.