Consumer engagement in chatbots and voicebots. A multiple-experiment approach in online retailing context

The significant advancements in virtual assistant (VA) technology have fundamentally transformed customer interactions in online retail. Using the underpinnings of Media Richness Theory (MRT), the study investigates the nuanced impacts of VA interfaces on consumer engagement in online retailing. Employing a between-subject experimental design with 477 V A users, the research examines the influence of voicebots versus chatbots, diverse product types, and localization levels on cognitive, affective, and activation engagement dimensions. The study's findings suggest that voice assistants are more effective in enhancing cognitive and affective engagement in the case of experiential products. Furthermore, the study highlights that localization significantly moderates the relationship between VA type and user engagement, emphasizing the need for tailored VA interfaces to linguistic and cultural preferences for diverse markets. These insights underscore the importance of strategic VA selection aligned with product characteristics and localization for optimizing user engagement in online retail. The study offers actionable insights for retailers to enhance customer interactions and engagement through tailored VA strategies, potentially leading to improved conversion rates and customer satisfaction.