語音商務(以下簡稱vCommerce)正在塑造一個全新的消費趨勢，以及為消費者帶來不同的消費環境。本研究結合了語音商務以及消費者旅程，提出了一個概念化的架構，來探討顧客在消費旅程中的體驗。我們描述了語音商務會提高消費者參與度與消費滿意度，因為語音商務具備了擬人化的特性以及擬社會化互動為消費者帶來快樂以及社會價值；此外，語音商務的聽覺能力能夠辨別聲音的特性，能夠讓消費者在與它互動中產生控制感；同時，擬人化的特性能夠協助消費者在做決定時減少不確定性；而透過演算法的口頭宣傳(以下簡稱awom)，能夠刺激消費者有意願自動回購；此外，隨著消費者對語音商務的依賴度漸漸提升，行銷人員需要將語音商務的優勢最大化，如此可以維持以及提升與顧客的長遠關係。;VCommerce is shaping the new trend for customers to experience the brand-new channel and shopping environment. This study introduced vCommerce as a channel along the customer journey. Accordingly, we proposed the conceptual framework to conceptualize customer experience along customer journey. We depicted vCommerce would enhance customer engagement and satisfaction during the journey since it is characterized with hedonic and social values from anthropomorphic cues and parasocial interaction. Also, the auditory ability embedded to vCommerce motivates consumers to verbally interact with the devices and feel a sense of control over the auditory communication. Meanwhile, anthropomorphism helps individuals to reduce uncertainty and ambiguity while customers are making the decision. And Awom is capable of incorporating various contexts for providing personalized recommendation which in turn stimulate users to automate repurchase. Moreover, as consumers′ relationships with vCommerce shift from limited influence to steady reliance.. Marketers need to maximize the benefits of vCommerce and increase relevancy to retain long-term relationship with customers.
