E‐commerce shopping has gradually become a norm in consumers’ choice of shopping channel and part of this shopping process is aided by advance technologies including voice assistants (VA). There is a variety of artificial intelligence that is being developed in the market currently, and one of which has gradually gained its presence or information acquisition is the VA. In this paper, we propose a model that investigates the technology acceptance model constructs (perceived ease of use and perceived usefulness) and its effect on the engagement and loyalty between VA and consumers. Our model also investigates the moderating role of localizing VA between transactional and nontransactional based online activities. This study highlights the implication of technology integration in an e‐commerce environment.

Japanese consumers are changing their consumption patterns, following those of the Europeans and Americans (Salsberg, 2010). Generally known to be brand and quality conscious, Japanese are not willing to sacrifice quality and convenience for discounted and online purchases. Japanese consumers pick and choose their products differently. In general, the modified structural equation model shows that all relationships proposed by the theoretical model were significant except for two (i.e. product towards satisfaction and distribution towards e-satisfaction). The results suggest that to determine an online repeat shopper's e-satisfaction, companies need to focus their attention on their promotional activities, pricing and shopper's experience. On the other hand, when companies are seeking to determine an online repeat shopper's e-trust, companies need to focus their attention on product, promotional pricing and shopper's experience. Most importantly, the results show that between e-trust and e-satisfaction, e-satisfaction has a more significant impact on repeat online shoppers’ loyalty.

The integration of artificial intelligence (AI) into the human race has gradually become a norm. AI entails technology assemblages such as machine learning, natural language processing, and reasoning. The influence of AI systems has intensified in consumers' daily lives. Many consumers have interacted with the notions of AI through advertisements or having personal experiences. Many consumers are curious about the use of AI. This paper reports three studies conducted to determine whether anthropomorphism (ANTH) and engagement play a role in consumers' intention to re-use a voice assistant (VA; a machine-learning AI). The second study will determine if ANTH and engagement play a role when consumers are using the VAs for different activities (task completion vs. information gathering). In addition, in Study 2, actual re-use behavior was also tested in the model, which encouraged a stronger overall model fit. The results show that in general effort expectation (EE) has a strong positive impact on consumers' usage experience of the VA. However, between the two types of activities, EE has a stronger impact on consumers' usage experience for information-gathering activities, whereas performance expectation has a stronger impact on usage experience when consumers use the VA for taskcompletion purposes. The third study used internet usage experience as a moderating variable to determine the boundaries of the mediating effects in the study. The results show that the mediators yield results similar to prior studies.

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Interests in technology innovation has increased in many organizations. Collaborations among technology providers and marketers are occurring as they integrate these biometric technologies as a means of convenience and security for their consumers. Despite the benefits of integrating new technology to ease consumers' shopping experience, consumers are skeptical about using technology that requires their biometric data. Two studies were conducted to investigate the trust toward these biometric payment systems. Study 1 was conducted through a survey. The study investigated antecedents that affect consumers' trust of, attitude toward, and usage of a biometric payment system. Based on the results from Study 1, Study 2 was conducted by introducing two shopping modalities in the study. The results show that consumers would rather use a biometric payment system in stores than online. Between the two modalities, consumers' trust and attitude toward the technology have a stronger mediating role for online than in‐store toward their intention to use. In addition, self‐efficacy consistently moderates the antecedents (performance expectation and perceived risk) and their intention to use.