What drives Gen Z to shop by voice? A hybrid fsQCA–ANN study in an emerging market

Purpose Despite the global rise in voice-based assistants (VBAs), their adoption among Generation Z in emerging markets remains underexplored. This study aims to investigate the factors influencing Moroccan Gen Z’s intention to use VBAs for online purchasing, using the Cognitive-Affective-Normative model. Design/methodology/approach A mixed-method approach integrates fuzzy-set qualitative comparative analysis (fsQCA) with artificial neural network (ANN) analysis. Survey data were collected from 695 Moroccan Gen Z consumers who had never used VBAs for purchasing. Cognitive (e.g. perceived control, privacy risk), affective (e.g. pleasure, anxiety) and normative (e.g. peer influence) variables were examined. Findings The fsQCA revealed seven distinct causal configurations that lead to high intention to use VBAs, showing that consumer behavior is driven by multiple combinations of psychological and social factors. ANN analysis identified techno-savviness and familiarity as the most influential predictors, followed by pleasure, perceived security and privacy risk. The results underscore the interplay of emotional engagement, digital fluency and social validation in shaping VBA adoption among Gen Z in North Africa. Research limitations/implications This study has several limitations. The sample is limited to Moroccan Generation Z consumers who have not yet used VBAs for purchasing, which may restrict generalizability across age cohorts, experienced users or other geographic contexts. In addition, the cross-sectional design captures perceptions at a single point in time and does not reflect how adoption drivers evolve as users gain experience. Future research should use longitudinal and cross-cultural designs, compare users and nonusers and incorporate behavioral usage data to better understand how techno-savviness, familiarity and emotional engagement shape the transition from intention to actual voice commerce usage. Practical implications The findings suggest that firms seeking to promote voice commerce among younger consumers should focus on enhancing technological familiarity and onboarding experiences that reduce uncertainty for first-time users. Developers should integrate guided tutorials, adaptive personalization and seamless transaction interfaces that build confidence in voice-based purchasing. Retailers and platforms should also leverage peer-driven recommendation features and community-based engagement mechanisms that normalize transactional use. Marketing strategies emphasizing experiential trials and demonstrations can accelerate consumer exposure to voice purchasing capabilities and strengthen adoption among digitally fluent but transaction-hesitant Generation Z consumers. Social implications The study highlights the importance of digital literacy and technological readiness in ensuring inclusive participation in emerging voice-based retail ecosystems. Policymakers and educational institutions should promote initiatives that strengthen young consumers’ digital competencies and confidence in conversational AI technologies, particularly in emerging markets where transactional adoption remains limited. Encouraging transparent data governance practices and clear communication of privacy protections can further enhance public trust in AI-enabled commerce, supporting equitable access to digital purchasing opportunities and responsible integration of voice technologies into everyday consumer activities. Originality/value This study contributes to the limited body of research on VBA adoption in emerging markets by applying a dual-stage fsQCA–ANN method. It highlights the asymmetrical and nonlinear nature of technology adoption among Gen Z and provides actionable insights for developers, marketers and policymakers aiming to foster inclusive digital retail ecosystems.