Consumer Perception of Voice Search Marketing and Its Impact on Online Shopping Decisions

Voice assistants have reached a large share ofIndian smartphone users, and a substantial marketingliterature now treats voice search as the next major channelfor online retail. The behaviour of consumers has been slowerto cooperate. This study examines how consumers perceivevoice search marketing and how those perceptions translate,or fail to translate, into online shopping decisions. Astructured survey of 412 online shoppers measured sevenperception constructs, voice search usage intensity and theinfluence of voice on purchase decisions, alongside thespecific shopping tasks for which voice is actually used.Reliability was acceptable throughout, with Cronbach's alphabetween 0.725 and 0.852. Usage falls away sharply as tasksmove from information towards transaction: 49.0 per cent ofrespondents had asked a general product question by voice,35.7 per cent had used it to find a nearby store, 19.7 per centto re-order a familiar item and only 4.6 per cent had evercompleted a purchase end to end by voice.