Impact of interface modality and product type on Gen Z E-retail purchases

Purpose The research examines how interface modality (text versus voice) influences Generation Z consumers' online shopping experiences and purchase intentions in low-involvement product categories. Drawing on the stimulus-organism-response-behaviour (SOBC) framework, it investigates the role of convenience, enjoyment and perceived value in Gen Z search satisfaction and purchase intentions, and the moderating role of product type (utilitarian versus hedonic). Design/methodology/approach Two laboratory experiments were conducted with Gen Z consumers and were analysed using Smart PLS4. Study 1 examined differences in perceived convenience, enjoyment and value across voice and text interfaces. Study 2 validates these findings and extends the model by testing the moderating effect of product type on the relationships among perceived value, search satisfaction and purchase intention. Findings Voice interfaces deliver significantly greater convenience and enjoyment, leading to greater perceived value than text-based interfaces for shopping, especially among Gen Z consumers. Perceived value subsequently positively influences search satisfaction and purchase intention. Product type significantly moderated the relationships between perceived value and satisfaction, with stronger effects for hedonic than utilitarian products in voice-enabled shopping. Originality/value The research advances voice commerce literature by applying the SOBC framework and empirically validating the experiential mechanisms through which voice interface influences Gen Z consumers' behavioural outcomes in low-involvement purchases. It extends prior research by integrating perceived value and search satisfaction within a unified framework and confirming product type as a key moderator. In practice, the research suggests that e-retailers and q-commerce retailers can enhance engagement and drive online sales by strategically leveraging voice interfaces for the Gen Z cohort, particularly for hedonic and routine buying of low-involvement products.