Does need for cognition matter in voice shopping adoption? Testing the mediating role of perceived technology usefulness and individual-technology fit

Abstract

Voice shopping is a newly evolving e-commerce channel, which is high in demand among consumers. Since factors affecting consumers’ voice shopping adoption in tourism and hospitality are still in their infancy, this study aims to investigate the influence of individuals’ need for cognition on voice-based travel services acceptance. Based upon an analysis of 215 survey responses, this study finds perceived technology usefulness and individual-technology fit as a causal chain mediates the relationship between need for cognition and intention to adopt voice-based travel services. This study provides new insights related to utilizing voice-based travel services in the field of consumer behavior.