VOICE ASSISTANTS AND THE EVOLUTION OF CUSTOMER-SERVICE INTERACTIONS IN E-COMMERCE IN ANAMBRA STATE

Abstract

This study investigated the influence of voice assistants (VAs) on customer-service interactions 
in e-commerce within Anambra State, Nigeria. A quantitative survey research design was 
adopted. The population comprised active e-commerce customers across major urban centers 
of Anambra State, while purposive and snowball sampling techniques were employed. Using 
Cochran’s formula, 450 questionnaires were distributed, and 248 valid responses were 
retrieved, representing the study’s sample. Four research questions and four hypotheses guided 
the investigation. Data were collected through a structured questionnaire adapted from 
validated scales. To ensure validity, the instrument was reviewed by experts and pilot-tested on 
30 respondents. Reliability was established using Cronbach’s alpha, with all constructs 
exceeding the 0.70 benchmark. Data were analyzed using descriptive statistics, correlation, 
multiple regression, and mediation analysis through SPSS. Findings revealed that perceived 
ease of use, trust, and usefulness significantly influenced VA adoption, while engagement 
partially mediated the trust–usage relationship. The study concluded that VAs play a strategic 
role in enhancing digital customer service in e-commerce and recommended improved trust, 
personalization, and localization strategies to drive wider adoption.