Usage of Voice Assistant: A Bibliometric Literature Review and Research Agenda
DOI:
https://doi.org/10.32890/ijms2026.33.1.10Keywords:
Voice assistant, PRISMA meta-analyses, bibliometric literature review, thematic mappingAbstract
Voice assistant (VA) is one of the most popular artificial intelligence (AI) applications among users. This study aims to provide a comprehensive overview of major stakeholders, namely by affiliation, country, journal, author and article. It is hoped that in using the present study’s proposed conceptual structure, a future research agenda will be provided concerning the use of VA as a field of study in its own right. Following the preferred reporting framework for systematic reviews and the PRISMA meta-analyses guideline, 505 articles in the Scopus database were selected, and a bibliometric analysis was conducted using Biblioshiny. Various methods and tools, such as keyword analysis, thematic evolution, and thematic mapping, were employed to analyse the data. This study presents findings on the most influential stakeholders, along with the results of the keyword analysis, thematic evolution, and thematic mapping. Furthermore, by synthesising the bibliometric analysis results, five key research themes, namely technical attribute, trust and privacy, experience, as well as adoption and application context, have been identified. and future research agenda within the field were put forward. This research is an example of an early bibliometric analysis focusing on the topic of VA usage. It is hoped that the findings will contribute to a better understanding of the use of VA and thus, offer valuable insights for practitioners in the VA industry.
Downloads
References
Al-Kfairy, M., Mustafa, D., Al-Adaileh, A., Zriqat, S., & Sendaba, O. (2024). User acceptance of AI voice assistants in Jordan’s telecom industry. Computers in Human Behavior Reports, 16, 100521. https://doi.org/10.1016/j.chbr.2024.100521
Aria, M., & Cuccurullo, C. (2017). Bibliometrix: An R-tool for comprehensive science mapping analysis. Journal of Informetrics, 11(4), 959–975. https://doi.org/10.1016/j.joi.2017.08.007
Aw, E. C.-X., Tan, G. W.-H., Cham, T.-H., Raman, R., & Ooi, K.-B. (2022). Alexa, what’s on my shopping list? Transforming customer experience with digital voice assistants. Technological Forecasting and Social Change, 180, 121711. https://doi.org/10.1016/j.techfore.2022.121711
Bagdi, T., Ghosh, S., Sarkar, A., Hazra, A. K., Balachandran, S., & Chaudhury, S. (2023). Evaluation of research progress and trends on gender and renewable energy: A bibliometric analysis. Journal of Cleaner Production, 423, 138654. https://doi.org/10.1016/j.jclepro.2023.138654
Bălan, C. (2023). Chatbots and voice assistants: Digital transformers of the company–customer interface— A systematic review of the business research literature. Journal of Theoretical and Applied Electronic Commerce Research, 18(2), 995–1019. https://doi.org/10.3390/jtaer18020051
Basu, R., Lim, W. M., Kumar, A., & Kumar, S. (2023). Marketing analytics: The bridge between customer psychology and marketing decision‐making. Psychology & Marketing, 40(12), 2588–2611. https://doi.org/10.1002/mar.21908
Bérubé et al. (2024). Proactive behavior in voice assistants: A systematic review and conceptual model. Computers in Human Behavior Reports, 14, 100411. https://doi.org/10.1016/j.chbr.2024.100411
Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 25(3), 351. https://doi.org/10.2307/3250921
Buil-Gil et al. (2023). The digital harms of smart home devices: A systematic literature review. Computers in Human Behavior, 145, 107770. https://doi.org/10.1016/j.chb.2023.107770
Calahorra-Candao, G., & Martín-de Hoyos, M. J. (2024). The effect of anthropomorphism of virtual voice assistants on perceived safety as an antecedent to voice shopping. Computers in Human Behavior, 153, 108124. https://doi.org/10.1016/j.chb.2023.108124
Chahal, H., & Mahajan, M. (2024a). A TCCM-based review of consumer behaviour towards digital voice assistants and future research agenda. International Journal of Human–Computer Interaction, 1–21. https://doi.org/10.1080/10447318.2024.2399415
Chahal, H., & Mahajan, M. (2024b). Voice unbound: The impact of localization and experience on continuous personal voice assistant usage and its drivers. International Journal of Human– Computer Interaction, 1–18. https://doi.org/10.1080/10447318.2024.2413282
Choi, T. R., & Choi, J. H. (2023). You are not alone: A serial mediation of social attraction, privacy concerns, and satisfaction in voice AI use. Behavioral Sciences, 13(5), 431. https://doi.org/10.3390/bs13050431
Coker, K. K., & Thakur, R. (2024). Alexa, may I adopt you? The role of voice assistant empathy and user-perceived risk in customer service delivery. Journal of Services Marketing, 38(3), 301–311. https://doi.org/10.1108/JSM-07-2023-0284
Deryl, M. Ds., Verma, S., & Srivastava, V. (2025). 8‐T framework for artificial intelligence‐driven branding: A strategic typology. International Journal of Consumer Studies, 49(1), e70002. https://doi.org/10.1111/ijcs.70002
Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021a). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133, 285–296. https://doi.org/10.1016/j.jbusres.2021.04.070
Donthu, N., Kumar, S., Pandey, N., Pandey, N., & Mishra, A. (2021b). Mapping the electronic word-of-mouth (eWOM) research: A systematic review and bibliometric analysis. Journal of Business Research, 135, 758–773. https://doi.org/10.1016/j.jbusres.2021.07.015
Dwivedi, Y. K., Kshetri, N., Hughes, L., Slade, E. L., & Jeyaraj, A. (2023). Opinion Paper: “So what if ChatGPT wrote it?” Multidisciplinary perspectives on opportunities, challenges and implications of generative conversational AI for research, practice and policy. International Journal of Information Management, 71, 102642. https://doi.org/10.1016/j.ijinfomgt.2023.102642
Esquivel, P., Gill, K., Goldberg, M., Sundaram, S. A., Morris, L., & Ding, D. (2024). Voice assistant utilization among the disability community for independent living: A rapid review of recent evidence. Human Behavior and Emerging Technologies, 2024, 1–39. https://doi.org/10.1155/ 2024/6494944
Fernandes, T., & Oliveira, E. (2021). Understanding consumers’ acceptance of automated technologies in service encounters: Drivers of digital voice assistants adoption. Journal of Business Research, 122, 180–191. https://doi.org/10.1016/j.jbusres.2020.08.058
Fernandez, D., Dastane, O., Omar Zaki, H., & Aman, A. (2024). Robotic process automation: Bibliometric reflection and future opportunities. European Journal of Innovation Management, 27(2), 692–712. https://doi.org/10.1108/EJIM-10-2022-0570
Hoy, M. B. (2018). Alexa, Siri, Cortana, and more: An introduction to voice assistants. Medical Reference Services Quarterly, 37(1), 81–88. https://doi.org/10.1080/02763869.2018.1404391
Hsieh, S. H., & Lee, C. T. (2021). Hey Alexa: Examining the effect of perceived socialness in usage intentions of AI assistant-enabled smart speaker. Journal of Research in Interactive Marketing, 15(2), 267–294. https://doi.org/10.1108/JRIM-11-2019-0179
Hsu, W.-C., & Lee, M.-H. (2023). Semantic technology and anthropomorphism: Exploring the impacts of voice assistant personality on user trust, perceived risk, and attitude. Journal of Global Information Management, 31(1), 1–21. https://doi.org/10.4018/JGIM.318661
Hunt, G. E., Cleary, M., & Walter, G. (2010). Psychiatry and the Hirsch h -index: The relationship between journal impact factors and accrued citations. Harvard Review of Psychiatry, 18(4), 207–219. https://doi.org/10.3109/10673229.2010.493742
Kang, W., & Shao, B. (2023). The impact of voice assistants’ intelligent attributes on consumer well-being: Findings from PLS-SEM and fsQCA. Journal of Retailing and Consumer Services, 70, 103130. https://doi.org/10.1016/j.jretconser.2022.103130
Khalek, S. A., Samanta, T., & Behera, C. K. (2024). Online grocery services evolution and trends: A bibliometric approach. International Journal of Retail & Distribution Management, 52(12), 1142–1171. https://doi.org/10.1108/IJRDM-01-2024-0010
Khaw, T. Y., Amran, A., & Teoh, A. P. (2024). Factors influencing ESG performance: A bibliometric analysis, systematic literature review, and future research directions. Journal of Cleaner Production, 448, 141430. https://doi.org/10.1016/j.jclepro.2024.141430
Ko, M., Lee, L., & Kim, Y. Y. (2024). The underlying mechanism of user response to AI assistants: From interactivity to loyalty. Information Technology & People. https://doi.org/10.1108/ITP-01-2023-0065
Kowalczuk, P., & Musial, J. (2024). The impact of self-conscious emotions on the continuance intention of digital voice assistants in private and public contexts. Computers in Human Behavior Reports, 15, 100450. https://doi.org/10.1016/j.chbr.2024.100450
Lau, J., Zimmerman, B., & Schaub, F. (2018). Alexa, are you listening? Privacy perceptions, concerns and privacy-seeking behaviors with smart speakers. Proceedings of the ACM on Human-Computer Interaction, 2(CSCW), 1–31. https://doi.org/10.1145/3274371
Lim, W. M., Kumar, S., Verma, S., & Chaturvedi, R. (2022). Alexa, what do we know about conversational commerce? Insights from a systematic literature review. Psychology & Marketing, 39(6), 1129–1155. https://doi.org/10.1002/mar.21654
Ling, E. C., Tussyadiah, I., Tuomi, A., Stienmetz, J., & Ioannou, A. (2021). Factors influencing users’ adoption and use of conversational agents: A systematic review. Psychology & Marketing, 38(7), 1031–1051. https://doi.org/10.1002/mar.21491
Maccario, G., & Naldi, M. (2023). Privacy in smart speakers: A systematic literature review. Security and Privacy, 6(1), e274. https://doi.org/10.1002/spy2.274
Manzo, D. S. H., Jiang, Y., Elyan, E., & Isaacs, J. (2024). Artificial intelligence-based conversational agents used for sustainable fashion: Systematic literature review. International Journal of Human– Computer Interaction, 41(8), 4640-4652. https://doi.org/10.1080/10447318.2024.2352920
Mariani, M. M., Hashemi, N., & Wirtz, J. (2023). Artificial intelligence empowered conversational agents: A systematic literature review and research agenda. Journal of Business Research, 161, 113838. https://doi.org/10.1016/j.jbusres.2023.113838
Marino-Romero, J. A., Palos-Sánchez, P. R., & Velicia-Martín, F. (2024). Evolution of digital transformation in SMEs management through a bibliometric analysis. Technological Forecasting and Social Change, 199, 123014. https://doi.org/10.1016/j.techfore.2023.123014
Marziali et al. (2024). Reducing loneliness and social isolation of older adults through voice assistants: Literature review and bibliometric analysis. Journal of Medical Internet Research, 26, e50534. https://doi.org/10.2196/50534
McLean, G., & Osei-Frimpong, K. (2019). Hey Alexa … examine the variables influencing the use of artificial intelligent in-home voice assistants. Computers in Human Behavior, 99, 28–37. https://doi.org/10.1016/j.chb.2019.05.009
Moher, D., Liberati, A., Tetzlaff, J., Altman, D. G., & for the PRISMA Group. (2009). Preferred reporting items for systematic reviews and meta-analyses: The PRISMA statement. BMJ, 339, b2535. https://doi.org/10.1136/bmj.b2535
Molinillo, S., Rejón‐Guardia, F., Anaya‐Sánchez, R., & Liébana‐Cabanillas, F. (2023). Impact of perceived value on intention to use voice assistants: The moderating effects of personal innovativeness and experience. Psychology & Marketing, 40, 2272–2290. https://doi.org/10.1002/mar.21887
Mou, Y., & Meng, X. (2024). Alexa, it is creeping over me – Exploring the impact of privacy concerns on consumer resistance to intelligent voice assistants. Asia Pacific Journal of Marketing and Logistics, 36(2), 261–292. https://doi.org/10.1108/APJML-10-2022-0869
Paul, J., Lim, W. M., O’Cass, A., Hao, A. W., & Bresciani, S. (2021). Scientific procedures and rationales for systematic literature reviews (SPAR‐4‐SLR). International Journal of Consumer Studies, 45(4). https://doi.org/10.1111/ijcs.12695
Pentina, I., Xie, T., Hancock, T., & Bailey, A. (2023). Consumer–machine relationships in the age of artificial intelligence: Systematic literature review and research directions. Psychology & Marketing, 40(8), 1593–1614. https://doi.org/10.1002/mar.21853
Pitardi, V., & Marriott, H. R. (2021). Alexa, she’s not human but… Unveiling the drivers of consumers’ trust in voice‐based artificial intelligence. Psychology & Marketing, 38(4), 626–642. https://doi.org/10.1002/mar.21457
Research and Markets. (2025). Voice assistant application global market report 2025. https://www.resear chandmarkets.com/reports/5767320/voice-assistant-application-market-report#tag-pos-1
Rosli, N., & Omar Zaki, H. (2023). A bibliometric review of research on gamification in marketing: Reflections for moving forward. International Journal of Management Studies, 30(2), 271-300. https://doi.org/10.32890/ijms2023.30.2.4
Samanta, T., & Aithal, R. K. (2024). Exploring the intellectual and conceptual structure of small retail research through a bibliometric analysis. International Journal of Retail & Distribution Management, 52(2), 220–239. https://doi.org/10.1108/IJRDM-03-2023-0135
Shafei, H. A., & Tan, C. C. (2024). A closer look at access control in multi-user voice systems. IEEE Access, 12, 40933–40946. https://doi.org/10.1109/ACCESS.2024.3379141
Shao, Z., Zhang, J., Zhang, L., & Benitez, J. (2024). Uncovering post-adoption usage of AI-based voice assistants: A technology affordance lens using a mixed-methods approach. European Journal of Information Systems, 1–27. https://doi.org/10.1080/0960085X.2024.2363322
Stehmann, J. (2020). Identifying research streams in online gambling and gaming literature: A bibliometric analysis. Computers in Human Behavior, 107, 106219. https://doi.org/10.1016/j.chb.2019.106219
Tanwar, A. S., Chaudhry, H., & Srivastava, M. K. (2024). Social media influencers: Literature review, trends and research agenda. Journal of Advances in Management Research, 21(2), 173–202. https://doi.org/10.1108/JAMR-10-2022-0218
The Business Research Company. (2025). Voice commerce global market report 2025. https://www.thebusinessresearchcompany.com/report/voice-commerce-global-market-report
Vimalkumar, M., Sharma, S. K., Singh, J. B., & Dwivedi, Y. K. (2021). ‘Okay google, what about my privacy?’: User’s privacy perceptions and acceptance of voice based digital assistants. Computers in Human Behavior, 120, 106763. https://doi.org/10.1016/j.chb.2021.106763
Xie et al. (2024). Understanding older adults’ continued-use intention of AI voice assistants. Universal Access in the Information Society. https://doi.org/10.1007/s10209-024-01172-5
Yang, S., Xie, W., Chen, Y., Li, Y., Jiang, H., & Zhou, W. (2024). Warmth or competence? Understanding voice shopping intentions from Human-AI interaction perspective. Electronic Commerce Research. https://doi.org/10.1007/s10660-024-09859-w
Zaki, H. O., Fernandez, D., Dastane, O., Aman, A., & Sanusi, S. (2023). Virtual reality in digital marketing: Research agenda based on bibliometric reflection. Marketing Intelligence & Planning, 41(4), 505-524. https://doi.org/10.1108/MIP-12-2022-0568
Zhang, L., Zaki, H. O., Hashim, S., & Omar, N. A. (2025a). Hi Siri: Does autonomy affect consumers’ attachment to voice assistant? Asia Pacific Journal of Information Systems, 35(2), 268–288. https://doi.org/10.14329/apjis.2025.35.2.268
Zhang, L., Zaki, H. O., Hashim, S., & Omar, N. A. (2025b). The role of personalization and emotional attachment on privacy calculus: An empirical study of intelligent voice assistant. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-10-2024-1578
Zhao, Y., Chen, Y., Sun, Y., & Shen, X.-L. (2024). Understanding users’ voice assistant exploration intention: Unraveling the differential mechanisms of the multiple dimensions of perceived intelligence. Internet Research, 34(6), 2096–2122. https://doi.org/10.1108/INTR-10-2022-0807
Zhong, R., Ma, M., Zhou, Y., Lin, Q., Li, L., & Zhang, N. (2022). User acceptance of smart home voice assistant: A comparison among younger, middle-aged, and older adults. Universal Access in the Information Society. https://doi.org/10.1007/s10209-022-00936-1
Zhou, P., Xie, Y., & Liang, C. (2023). How to increase consumers’ continued use intention of artificial intelligence voice assistants? The role of anthropomorphic features. Electronic Markets, 33(1), 60. https://doi.org/10.1007/s12525-023-00681-0
Published
Issue
Section
License
Copyright (c) 2026 International Journal of Management Studies
This work is licensed under a Creative Commons Attribution 4.0 International License.
Research impact
Harvested 2026-09-09Counts differ between services because each indexes a different body of literature. None of them is the whole picture.
