Beyond words: understanding the impact of presentation formats and product involvement on AI-voice assistant adoption

Purpose Voice assistants can present search results through “voice presentation” or “voice and visual”, depending on the device they are connected to. Alternatively, consumers can search for products manually using the online website. Despite the critical role of presentation formats in helping consumers understand and decide on products, this area remains vastly unexplored, particularly the combined use of voice and visual formats. Thus, to understand which presentation format suits different products, we delve into consumer search behaviour, distinguishing between low and high-involvement products. Design/methodology/approach A between-subjects factorial experimental design was used to examine the influence of 3 presentation formats (voice only, visual only and voice and visual) and 2 product involvement levels (low and high) on consumer trust, usefulness and behavioural intentions. Findings The results confirm a significant interaction between presentation format and product involvement, highlighting consumers' preference for voice presentation in low-involvement products, while a combination of “voice and visual” is preferred for high-involvement products. Originality/value The study shows that both presentation format and product involvement affect the trust and usefulness of voice assistants, which further influences consumers’ behavioural intentions. The key finding contributes to the growing body of knowledge of consumer and voice assistant interaction and offers guidance to managers on the use of voice assistants for their customers.