No Cover Image

Journal article 118 views 17 downloads

Conversational commerce: entering the next stage of AI-powered digital assistants / Janarthanan Balakrishnan, Yogesh Dwivedi

Annals of Operations Research

Swansea University Author: Yogesh Dwivedi

  • 56476.pdf

    PDF | Version of Record

    © The Author(s) 2021. This article is licensed under a Creative Commons Attribution 4.0 International License

    Download (867.23KB)

Abstract

Digital assistant is a recent advancement benefited through data-driven innovation. Though digital assistants have become an integral member of user conversations, but there is no theory that relates user perception towards this AI powered technology. The purpose of the research is to investigate th...

Full description

Published in: Annals of Operations Research
ISSN: 0254-5330 1572-9338
Published: Springer Science and Business Media LLC 2021
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa56476
Tags: Add Tag
No Tags, Be the first to tag this record!
Abstract: Digital assistant is a recent advancement benefited through data-driven innovation. Though digital assistants have become an integral member of user conversations, but there is no theory that relates user perception towards this AI powered technology. The purpose of the research is to investigate the role of technology attitude and AI attributes in enhancing purchase intention through digital assistants. A conceptual model is proposed after identifying three major AI factors namely, perceived anthropomorphism, perceived intelligence, and perceived animacy. To test the model, the study employed structural equation modeling using 440 sample. The results indicated that perceived anthropomorphism plays the most significant role in building a positive attitude and purchase intention through digital assistants. Though the study is built using technology-related variables, the hypotheses are proposed based on various psychology-related theories such as uncanny valley theory, the theory of mind, developmental psychology, and cognitive psychology theory. The study’s theoretical contributions are discussed within the scope of these theories. Besides the theoretical contribution, the study also offers illuminating practical implications for developers and marketers’ benefit.
Keywords: Anthropomorphism; Intelligence; Animacy; Artificial intelligence; Digital assistants; Purchase intention
College: School of Management