Towards Using Voice for Hedonic Shopping Motivations

Abstract: Besides the utilitarian aspects of online shopping, hedonic motivations play a significant role in shaping the shopping behavior of online users. With the increased popularity of voice-enabled devices, online shopping platforms have attempted to drive online shopping on voice. However, we explain why voice might be more suitable for the hedonic aspects of shopping. We introduce a prototype that enables such focus in a voice experience and share our findings from a qualitative study.