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Top1. Introduction
In 2020, it is estimated that half of all online searches will be done through voice-activated technology (Maney, 2017) due to the convenience of speaking the message instead of typing it out (May, 2018). Voice-activated technologies are incorporated into existing devices such as smartphones or computers and are also offered as a standalone speaker. The first voice-activated technology available on the market was Apple’s Siri. Afterward, Amazon, Google, Microsoft, and IBM created their own voice assistants, with Amazon Alexa and Google Home being identified as the top sellers. Voice assistants offer personalization, as it can distinguish between users and interact in a human-like way. Each voice assistant has different features, as Amazon Alexa connects with the user’s existing account and offers voice shopping (May, 2018). Amazon Alexa can remember the user’s shopping habits such as when to replenish the toilet paper or shampoo and have it shipped to their address. In contrast, Google incorporated its search engine into the Google Home, so users can ask the device questions. Additional skills available on most voice-activated devices include shopping, searching the web, playing music, reporting the weather and news, setting alarms and reminders, and controlling smart home devices. Millennials have been found to appreciate voice-activated technology, as it makes their lives easier and they enjoy the personalities of the personal assistants (Moore, 2018). Voice technologies are changing the way we interact with our devices, as some people have conversations with the personal assistants (Mattin, 2019).
Compared to individuals 45-64, Millennials are twice as likely to use voice-activated technology daily and are known as a tech-savvy generation (Cutler, 2015; Hui & Leong, 2017). A study by Walker Sands Communications (2017) discovered that 37% of Millennial participants preferred to use voice-activated ordering when purchasing items. Millennials have also been found to prefer shopping online, but desire the personalized experience that voice-activated technology can offer (“Walker Sands Communications,” 2017). Voice-activated shopping is being adopted mostly by the younger generations, but there is a gap in research of their acceptance of using such technologies when shopping. This study is vital to the times, since the popularity of voice-activated technology is increasing, and numerous companies are starting to realize that they need to implement access to the technology to stay competitive.
Millennials, aged 25-34, represent approximately 26% of virtual assistant users, and older Millennials have been found to use virtual assistants for function over entertainment (Advertising & Marketing, 2017). This generation has been found to spend more money on e-commerce than any other generation despite having lower incomes (Cutler, 2015). This age group also researches products before making purchase decisions, even though they make more frequent and impulsive purchases than Generation X (Lissitsa & Kol, 2016). Overall, the most commonly shopped categories through voice technology are entertainment, electronics, and clothing. Currently, most voice purchases are low consideration goods, which have little financial risk (South China Morning Post, 2018).