How voice interaction shapes consumer decision making: a comparative study of intelligent assistant and digital channels
D'Antiga, Alessandra (A.A. 2024/2025) How voice interaction shapes consumer decision making: a comparative study of intelligent assistant and digital channels. Tesi di Laurea in Marketing metrics, Luiss Guido Carli, relatore Michele Costabile, pp. 82. [Master's Degree Thesis]
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Abstract/Index
Description of the phenomenon-the impact of voice assistants on consumer decision-making processes. The communicative power of voice: cognitive and emotional foundations. Evolution of voice assistants in the digital landscape. Impact of voice assistants on the consumer decision-making process. The role of artificial intelligence and personalization. Voice assistants and consumer engagement. Reflections and managerial implications. Relevant metrics. Framework analysis & development of research hypotheses. Independent variable: interaction mode (voice vs. Traditional). Dependent variables: decision outcomes. Moderators: perceived control and product type. The conceptual framework. Methodology and data analysis. Research design.
References
Bibliografia: p. 72.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
| Chair: | Marketing metrics |
| Thesis Supervisor: | Costabile, Michele |
| Thesis Co-Supervisor: | De Angelis, Matteo |
| Academic Year: | 2024/2025 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 25 Mar 2026 16:05 |
| Last Modified: | 25 Mar 2026 16:05 |
| URI: | https://tesi.luiss.it/id/eprint/45245 |
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