The present study investigates the effects of smart speaker usage on consumers’ digital content search, purchase, and consumption behaviors. Using a unique panel data set comprising information on household patterns of digital content (e.g., video on demand [VOD]) transactions and consumption and smart speaker usage, we found that the adoption of smart speakers is positively associated with the increased purchase of digital content but negatively related to the average rate of content completion. More specifically, we found that VOD content-related expenditures increased by 21.5% following smart speaker adoption but the average consumption of VOD content purchased decreased by 3.0%. We also examined millions of data points on TV remote-control use and conducted a survey via MTurk to support the validity of the findings. Smart speaker usage can reduce search costs, which subsequently increases search incidence and conversion rates, behavioral changes that can lead to a rise in purchases. We further show that the use of smart speakers for purposes other than information seeking is positively associated with purchases. We develop insights on how to elicit economic value from voice recognition technologies and provide implications for the design and implementation of effective voice commerce strategies.

中文翻译：

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商业之声：智能音箱如何重塑数字内容消费和偏好

本研究调查了智能扬声器的使用对消费者数字内容搜索、购买和消费行为的影响。使用包含数字内容（例如，视频点播 [VOD]）交易和消费以及智能扬声器使用的家庭模式信息的独特面板数据集，我们发现智能扬声器的采用与数字内容购买量的增加呈正相关但与内容的平均完成率呈负相关。更具体地说，我们发现在采用智能扬声器后，与 VOD 内容相关的支出增加了 21.5%，但购买的 VOD 内容的平均消费下降了 3.0%。我们还检查了有关电视遥控器使用的数百万个数据点，并通过 MTurk 进行了一项调查以支持调查结果的有效性。使用智能音箱可以降低搜索成本，从而提高搜索发生率和转化率，以及可能导致购买量增加的行为变化。我们进一步表明，将智能扬声器用于信息搜索以外的目的与购买呈正相关。我们深入了解如何从语音识别技术中获取经济价值，并为有效的语音商务策略的设计和实施提供启示。