Original scientific paper

CONSUMER ATTITUDES TOWARDS AUTOMATED VOICE SEARCH ASSISTANT

Ivan Kelić orcid.org/0000-0002-3172-1682 ; Ekonomski fakultet u Osijeku, Sveučilište u Osijeku, Trg Ljudevita Gaja 7, 31000 Osijek, Hrvatska

Abstract

With the rapid development of technology and universal acceptance of technology in all aspects of business, consumers have the opportunity to use technology in performing numerous activities. These technological advances are evident in the development of software and devices that make the most of the elements of multimedia: images, sound, video, text, and graphics. The purpose of this paper is to analyze developments in the use of automated voice search techniques in marketing activities. Software voice search platforms on devices such as Siri, Google Voice Assistant, and Alexa allow us to perform activities faster and retrieve information. However, gathering and processing information does not yet allow the use of these tools in marketing activities. The paper aims to understand the attitudes of consumers towards voice assistants, the extent to which measure users have accepted, and recognized the importance of such technologies. The paper will conduct primary research on the Z generation sample, as the generation most accepting technological innovations. The limitations of the paper are that there is no clearly defined methodology for how to collect and utilize data obtained through voice search. The paper will open up some new research questions, such as the ethical standard of listening to our devices.

Keywords

Voice search; multimedia; e-marketing

Hrčak ID:

254843

URI

https://hrcak.srce.hr/254843

Publication date:

30.3.2021.

Article data in other languages: croatian

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