Consumers' Privacy in Voice Assistant: A Systematic Literature Review and Research Agenda

ABSTRACT Voice assistant represents one of the most prevalent AI applications and has transformed various aspects of consumers' daily lives. Nevertheless, privacy remains a major barrier to their sustained success, underscoring the importance of synthesizing existing scholarship to develop a comprehensive understanding on this topic. This study conducts a systematic literature review on consumers' privacy in VA by integrating the Theory‐Context‐Methodology and Antecedent‐Decision‐Outcome frameworks, based on 52 articles retrieved from the Web of Science and Scopus databases. The review synthesizes the theories, contexts and methodologies adopted across prior studies, while also examining the antecedents, decisions and outcomes discussed in the literature to clarify the key constructs and their interrelationships. Buildin g on this foundation, it identifies critical gaps in current research and outlines concrete directions for further investigation. The findings generate meaningful insights for scholars and deliver practical implications for practitioners in the voice assistant industry.