Publication: AI-Assisted Shopping on Voice Assistants: The Efficiency-Autonomy Consumer Decision Trade-Off
AI-Assisted Shopping on Voice Assistants: The Efficiency-Autonomy Consumer Decision Trade-Off
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Mari, A., Mandelli, A., & Algesheimer, R. (2025). AI-Assisted Shopping on Voice Assistants: The Efficiency-Autonomy Consumer Decision Trade-Off. Journal of Interactive Marketing, Epub ahead of print. https://doi.org/10.1177/10949968251400616
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AI-based voice assistants (VAs) like Amazon Alexa are emerging as powerful mediators of AI-assisted shopping processes, yet their influence on consumer decision autonomy remains underexplored. To examine whether and how consumers delegate decisions to AI-powered assistants within an efficiency–autonomy trade-off, this study employed a single-session online experiment ( n = 484) using a custom Alexa shopping app. To account for the role of the first recommended option, the brand (private label vs. national) and price (cheap vs. premium
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Mari, A., Mandelli, A., & Algesheimer, R. (2025). AI-Assisted Shopping on Voice Assistants: The Efficiency-Autonomy Consumer Decision Trade-Off. Journal of Interactive Marketing, Epub ahead of print. https://doi.org/10.1177/10949968251400616
