Voice marketing and the impact of virtual assistants on consumer behavior.
DOI:
https://doi.org/10.62452/5t82pk24Keywords:
Marketing, e-commerce, consumer, behaviorAbstract
The study examines the impact of virtual assistants and voice marketing on purchasing behavior in supermarkets in Babahoyo, Ecuador. Its objective is to investigate how these emerging technologies influence consumer decisions. A mixed methodology was used, combining qualitative and quantitative approaches through surveys and document review. The results show an adoption of these technologies, with many consumers undecided or unfamiliar with them. However, it was identified that voice marketing has the potential to influence purchasing decisions, although it is still a little-used tool. The conclusions highlight the need to build trust and educate consumers about the benefits of voice marketing and online shopping in order to overcome knowledge barriers and improve the shopping experience, which would facilitate the wider adoption of these technologies in the supermarket sector.
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