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Brand presentation order in voice shopping: Understanding the effects of sequential product presentation

Halbauer, Ingo 1; Jacob, Saskia 1; Klarmann, Martin 1
1 Institut für Wirtschaftsinformatik und Marketing (IISM), Karlsruher Institut für Technologie (KIT)

Abstract (englisch):

Nearly half of US households own a smart speaker with voice shopping functionality. Voice shopping product presentation is inherently sequential due to the audio delivery of information, which may give retailers the opportunity to influence customer decisions through the order in which brands are presented. This research examines the effect of brand order presentation in voice shopping and its impact on high-equity versus low-equity brands. Moreover, this research considers the moderating effect of product presentation format (simultaneous vs. sequential, audio vs. visual) on the impact of brand presentation order. The results of six experiments with more than 1,000 participants provide evidence that consumers attempt to balance competing concerns about risk in voice shopping with search costs because products are presented sequentially and information is reduced. If high-equity brands are presented first, the choice distribution in voice shopping is unimodal, with a peak at the first-presented products. However, a bimodal choice distribution results if low-equity brands are presented first. Importantly, choice distribution in voice shopping differs markedly from choice distribution when products are presented simultaneously and visually, as in online shopping.

DOI: 10.1016/j.jretai.2022.06.002
Zitationen: 2
Zitationen: 1
Zugehörige Institution(en) am KIT Institut für Wirtschaftsinformatik und Marketing (IISM)
Publikationstyp Zeitschriftenaufsatz
Publikationsmonat/-jahr 07.2022
Sprache Englisch
Identifikator ISSN: 0022-4359
KITopen-ID: 1000148581
Erschienen in Journal of Retailing
Verlag Elsevier
Band 98
Heft 4
Seiten 759-778
Vorab online veröffentlicht am 08.07.2022
Schlagwörter Voice shopping, Sequential search, Brand equity, Branding
Nachgewiesen in Dimensions
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