Voice Commerce: A Systematic Literature Review and Proposed Conceptual Framework

As the digital landscape evolves, the human voice emerges as an effective tool for navigating the complexity of commerce. Voice commerce, the emerging trend of transacting with voice assistants, has the potential to transform the way we shop. However, its widespread adoption is dependent not only on technology developments but also on a better understanding of the psychological aspects influencing consumer behavior. So, the purpose of this study is to provide a comprehensive and integrated conceptual model by addressing the issues in current literature. Considering the importance of voice commerce, the present study maps the academic literature on voice commerce. The study conducts a comprehensive systematic literature review with the help of the PRISMA framework by retrieving 746 articles from the Google Scholar database. After screening these articles, we analyzed the 27 articles related to the study and proposed an integrated and comprehensive model that helps the researchers to understand the psychological and technological aspects of the adoption and use of voice commerce. The findings offer insights for managers to improve user experience, drive the adoption of voice commerce, and accelerate innovation diffusion. By understanding how psychological and technological factors shape both hedonic and utilitarian attitudes, businesses can refine product development, optimize marketing strategies, and strengthen customer engagement.