Systematic Literature Review—Factors of Loyalty and Acceptance in Voice Commerce

Abstract

Voice commerce is a new trend in e-commerce and it is boosted by the growing number of equipment connected to the Internet with voice recognition capability. There is an increasing number of users who use their smartphones to perform voice searches when shopping in online stores, especially inside their homes. If voice commerce has gained over the last years importance in marketing and in the e-commerce world, it is necessary to understand what factors are affecting this loyalty and acceptance over voice commerce. The purpose of this scoping review was therefore to provide a broad synopsis of pertinent studies in a structured and comprehensive way over two years (2021 and 2022). In doing so, the findings from 19 studies were analyzed and suggestions were made for future studies. The results not only synthesize existing empirical evidence of the factors of acceptance and loyalty, but also identify some knowledge gaps in the literature to guide future studies.