Exploring drivers of customer engagement with voice interface in E-retail

Purpose E-retailers face challenges in adding, engaging and retaining customers. Voice interface is a new and more inclusive modality that provides customers with a hands-free, convenient e-shopping option and is relevant for e-retailers. However, the voice interface is significantly different from the text interface that consumers are accustomed to. This study investigates customer experiences with voice interface for search and selection of products on e-commerce platforms and its subsequent impact on customer engagement and enhanced usage. Design/methodology/approach We conducted 34 in-depth interviews with executive management students. For analysis and findings, we used a grounded theory paradigm and thematic analysis. Findings Based on in-depth probing and analysis consumers' experiences with voice interfaces in e-commerce platforms, we identified two enablers: customer satisfaction and awe-experience that positively impacted and two inhibitors: risk perceptions and inertia that negatively impacted customer engagement and enhanced usage of voice interface. Originality/value Voice interface is transforming the customer journey in the online shopping domain. How customers experience voice interfaces when searching and selecting products on e-commerce platforms impacts their engagement with the platform and their intentions to use voice modality to interact with the e-retailer in the future. The findings substantiate tenets of dual-process theory and found that enabling and inhibiting factors are independent and can coexist. The study identifies the most salient factors that positively and negatively affect customer engagement and enhanced usage of voice interfaces.