Exploring smart retailing: anthropomorphism in voice shopping of smart speaker

Purpose The purpose of this paper is to investigate the effects of anthropomorphism and identify factors related to adopting voice shopping on smart speakers. Design/methodology/approach Progress in partial least squares structural equation modeling (PLS-SEM) approach is used to test the proposed research framework regarding anthropomorphism and user perceptions on voice shopping via smart speakers. Individuals' responses to questions about attitude and intention to use voice shopping via smart speakers were collected and analyzed. Findings The results showed that anthropomorphism had a positive influence on satisfaction, which, in turn, had a positive impact on intention to adopt voice shopping, and customers had positive opinions regarding smart speakers. Research limitations/implications This study only reflects a younger perspective on smart speaker voice shopping. This study identified the characteristics of smart speakers that increase customers' intention to purchase, which can be used to formulate sales strategies and management guidelines. Practical implications This research provided a new perspective to enable practitioners to promote smart speakers for voice shopping. Smart speaker manufacturers can utilize the findings of this research to improve the system design of smart speakers to further facilitate voice shopping. Originality/value Unlike previous studies, which focused on product attributes of smart speakers or voice shopping experiences, this study provided a clear picture of how the anthropomorphic feature of smart speakers affects customers' intention to adopt voice shopping.