Adoption of Voice Search and Its Influence on Digital Consumer Journeys

Abstract

The rapid diffusion of voice-enabled technologies powered by artificial intelligence (AI) has transformed how consumers interact with digital platforms. Voice search, facilitated by smart speakers, mobile voice assistants, and connected devices, is redefining search behavior, information processing, and purchase decision-making. Unlike traditional text-based search, voice search is conversational, context-aware, and intent-driven, leading to fundamental shifts in digital consumer journeys. This research investigates the adoption of voice search and its influence on the various stages of the digital consumer journey, including awareness, consideration, evaluation, purchase, and post-purchase engagement. Drawing upon the Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT), and Consumer Journey Theory, the study develops and empirically tests a conceptual framework using survey data from 520 digital consumers across three countries. Structural equation modeling results reveal that perceived usefulness, ease of use, trust, and contextual convenience significantly drive voice search adoption, while adoption positively transforms information search efficiency, brand evaluation processes, impulse buying, and post-purchase engagement. The paper offers significant theoretical, managerial, and policy implications for marketers, platform developers, and regulators in the evolving voice-driven digital economy.