The Voice of Commerce: A Systematic Review and Integrative Framework for Digital Voice Assistants

ABSTRACT The present study offers a comprehensive analysis of existing literature on consumer behavior concerning digital voice assistants and their implications for sustainable consumption by employing the systematic literature review approach. A total of 126 studies were selected for content analysis to isolate thematic foci, identify research gaps, recommend future research avenues, and develop a framework. The analysis revealed that the extant literature could be grouped under broad research themes founded on the expanded cognition–affection–conation framework. Through this framework, the study developed an agenda for future research in this area, encompassing the aspects of ethical consideration, the digital voice assistant design, consumer–digital voice assistant interaction and psychological mechanisms, consumer‐ and brand‐related outcomes, and boundary conditions (e.g., culture and personal factors).