Article Review
Examining the role of consumer motivations to use voice assistants for
fashion shopping: The mediating role of awe experience and
eWOM
SYEDA AREEBA (U23200046)
D AT E : 1 7 / 0 9 / 2 0 2 4
DR. MEHMOOD KHAN
Introduction
•Voice assistant usage in the US projected to reach 130 million by 2025.
•Growing popularity of voice assistants for online shopping due to ease of
use.
•Limited research on motivations for using voice assistants in fashion
shopping.
•Emotional experiences like awe and eWOM impact voice assistant adoption
in fashion shopping.
•Study explores how consumer innovativeness influences fashion purchase
intentions via voice assistants, considering eWOM and awe effects.
Theoretical Background
• According to Midgley 1987, MCI is Consumer innovativeness theory proposes that
innovative consumers have a higher propensity to use innovative technologies.
• According to Kautish 2022, Awe Experience is the awe or wow effect is positive
emotion manifested in the feeling of amazement and wonder.
• According to Fredrickson 2001, The broaden-and-build theory (hereafter B&BT) is a
fundamental and widely known model to capture the unique properties of positive
emotions better
• According to Mehrabian and Russell 1974, Stimulus-organism-response model which postulates that
environmental signals act as stimuli that lead to numerous emotional and cognitive responses. These
responses culminate into innovative consumer behavioral insights
Research Model in Paper
Methodology
• Design: Cross-sectional, purposive sampling using online survey
• Likert scale of seven-point was used.
• Survey Results: 1200 distributed, 538 valid responses.
• Sample: 60% female, average age 33, 43% postgraduates.
• Usage: 58% used AI voice assistants for over a year.
• India Context: Voice queries up 270% annually; 28% of online shoppers use
AI voice assistants.
Findings
•Analysis Methods: Used descriptive statistics and CB-SEM. The data fit well
with the model.
•Bias Check: No major bias found as steps were taken to ensure accuracy.
•Model Fit: The model worked well as all key metrics were reliable.
•Impact on Purchase: All MCI types (functional, hedonic, social, cognitive)
positively influenced purchase intentions; awe and eWOM had strong effects.
•Mediation: Awe and eWOM played key roles in linking MCI to purchase
intentions.
Recommendations for Authors
• Time Study on Consumer Behavior
• Cross-Industry Comparison
• Cultural and Demographic Differences
• Role of Emotional AI in Enhancing Awe Factor
• Impact of AI Transparency and Ethics
Future Research
• The Framework
Innovative Features
Awe Enhancement
Psychological eWOM Amplification
Accommodation
Targeted Marketing
