Voice Search Technology and Consumer Buying Behaviour of Smart Phones in Port Harcourt

Abstract

This study investigated the relationship between voice search technology and consumer buying behaviour of smartphones in Port Harcourt. Specifically, the objectives of the study were to determine how voice recognition accuracy and user experience relates to routine and impulse purchase behaviour of smartphones in Port Harcourt. The population of this study comprised of twenty-two registered mobile phone dealers in Port Harcourt. The census approach was adopted to choose the respondents for this study. To generate data for the study, researcher purposively distributed the copies of questionnaire in the frame of three (3) copies to each mobile phone firm. A total of sixty-six (66) respondents were used as the study subjects, however only fifty-eight (58) respondents provided data for the analysis. From results of the analysis it was revealed that voice recognition accuracy and user experience which are the dimensions of voice search technology positively and significantly relate with routine buying behaviour and impulse buying behaviour (measures of consumer buying behaviour). Therefore, the study concludes that the impact of voice search technology on consumer buying behavior of smartphones in Port Harcourt reveals significant correlations between the dimensions of voice search technology—voice recognition accuracy and user experience—and different buying behaviors. Furthermore, the study recommended that amongst others that Smartphone dealers should invest in advanced voice recognition technology to ensure high accuracy in voice commands. This will enhance consumer satisfaction and potentially increase both routine and impulse purchases.