## 6 Discussion and Conclusions
### Implications  
The academic implications of this study are as follows. First, this study is centered around the type of information provided VUI context. Research in the field of voice assistants has centered on the personalization of smart assistants for communication with users. For example, [PERSON] et al. [54] found that extroverted users tend to feel higher social attraction when all of the smart devices in the home use the same voice, which is in contrast to introverted users. Even in driving context, users' unique personalities require different types of assistant characteristics, and when they are incorrectly matched, the acceptance rate is lower than that of the default setting [55]. Overall, the aforementioned studies generally focused on how people can feel more natural by personalizing their interactions with voice assistants [54; 55; 56]. While such studies voice assistant is important, one should also keep in mind that content in which the voice assistant provides is also important. This study shows that content of the information such as ratings or feature reviews can have significant effect on the users and highlights the needs for such studies centering around contents of VUI in the future.  
Secondly, we found that prior studies in e-commerce area can be applied to voice shopping, when medium characteristics are considered. Although it is known that people who shop online strongly rely on other people's reviews before making purchase decisions [10; 11], current voice shopping platforms such as Amazon Alexa, Google Assistant, and 11 STREET does not offer reviews to its users. Our study shows that presenting ratings review information significantly improved user's trust level and PI, which is in line with prior e-commerce studies. However, review by feature condition did not have a significant effect on the users' level of trust or PI. Voice shopping, due to its audio-centric characteristics, can have negative impact to the users when it provides long audio information [53]. Other findings in e-commerce area should also be tested in the future, with VUI characteristics in mind.  
The practical implications of this study are as follows. First, this study sheds light on the types of reviews that should be provided in voice shopping in order to raise users' purchase intentions, level of trust, and perceived usefulness. In this regard, reviews in voice shopping should be short and direct (like the review by rating condition), instead of presenting over-abundant amount information. Although further research is necessary regarding the approximate lengths of effective reviews, this finding can be used to create guidelines for reviews in the voice shopping context.  
Second, this study found that the trust in the vendor variable was not affected, as opposed to the trust in voice shopping variable, which can be insightful for vendors aiming to join voice shopping platforms. However, no vendor cues were provided in the experiment, which could be the reason why the trust in the vendor variable did not show significant results in all of the review and product conditions. The implication of this finding is that companies that sell smart speakers and own e-commerce platforms, such as Amazon or 11 STREET, could benefit from a higher level of trust in the voice shopping market.