Does humanizing help? Exploring the role of anthropomorphism and privacy concerns in shoppers adoption of voice-commerce

Purpose Recent research highlights the growing use of anthropomorphizing voice commerce, attributing human-like traits to shopping assistants. However, scant research examines the influence of anthropomorphism on the behavioral intention of shoppers. Therefore, the study examines the mediating role of anthropomorphism and privacy concerns in the relationship between utilitarian and hedonic factors with the behavioral intention of voice-commerce shoppers. Design/methodology/approach The study employs structural equation modeling (SEM) to analyze responses from 279 voice-commerce shoppers. Findings Results indicate that anthropomorphizing voice commerce fosters adoption for hedonic factors but not for utilitarian factors. Paradoxically, anthropomorphism decreases shoppers’ behavioral intentions and heightens their privacy concerns. Research limitations/implications The cross-sectional survey design serves as a notable limitation of the study. Future researchers can rely on longitudinal designs for additional insights. Practical implications Marketers should anthropomorphize voice commerce for hedonic shoppers, not for utilitarian shoppers, and consider implementing customized privacy settings tailored to individual preferences. Originality/value The study contributes to academia and management by emphasizing the need to customize anthropomorphic features according to utilitarian and hedonic factors. Furthermore, it highlights the adverse effects of anthropomorphizing voice commerce on shoppers’ behavior, offering policymakers guidance for appropriate regulations.