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Conversational commerce: entering the next stage of AI-powered digital assistants

Janarthanan Balakrishnan, Yogesh Dwivedi

Annals of Operations Research, Volume: 333, Issue: 2-3, Pages: 653 - 687

Swansea University Author: Yogesh Dwivedi

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DOI (Published version): 10.1007/s10479-021-04049-5

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...

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Published in: Annals of Operations Research
ISSN: 0254-5330 1572-9338
Published: Springer Science and Business Media LLC 2024
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URI: https://cronfa.swan.ac.uk/Record/cronfa56476
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spelling 2024-05-21T20:04:21.8885152 v2 56476 2021-03-19 Conversational commerce: entering the next stage of AI-powered digital assistants d154596e71b99ad1285563c8fdd373d7 Yogesh Dwivedi Yogesh Dwivedi true false 2021-03-19 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. Journal Article Annals of Operations Research 333 2-3 653 687 Springer Science and Business Media LLC 0254-5330 1572-9338 Anthropomorphism; Intelligence; Animacy; Artificial intelligence; Digital assistants; Purchase intention 1 2 2024 2024-02-01 10.1007/s10479-021-04049-5 COLLEGE NANME COLLEGE CODE Swansea University 2024-05-21T20:04:21.8885152 2021-03-19T21:25:14.9963306 Faculty of Humanities and Social Sciences School of Management - Business Management Janarthanan Balakrishnan 1 Yogesh Dwivedi 2 56476__19687__65fa5d0d05e548c890696f4b7cc70377.pdf 56476.pdf 2021-04-19T15:12:48.1437789 Output 888047 application/pdf Version of Record true © The Author(s) 2021. Distributed under the terms of a Creative Commons Attribution 4.0 License (CC BY 4.0). true eng http://creativecommons.org/licenses/by/4.0/
title Conversational commerce: entering the next stage of AI-powered digital assistants
spellingShingle Conversational commerce: entering the next stage of AI-powered digital assistants
Yogesh Dwivedi
title_short Conversational commerce: entering the next stage of AI-powered digital assistants
title_full Conversational commerce: entering the next stage of AI-powered digital assistants
title_fullStr Conversational commerce: entering the next stage of AI-powered digital assistants
title_full_unstemmed Conversational commerce: entering the next stage of AI-powered digital assistants
title_sort Conversational commerce: entering the next stage of AI-powered digital assistants
author_id_str_mv d154596e71b99ad1285563c8fdd373d7
author_id_fullname_str_mv d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi
author Yogesh Dwivedi
author2 Janarthanan Balakrishnan
Yogesh Dwivedi
format Journal article
container_title Annals of Operations Research
container_volume 333
container_issue 2-3
container_start_page 653
publishDate 2024
institution Swansea University
issn 0254-5330
1572-9338
doi_str_mv 10.1007/s10479-021-04049-5
publisher Springer Science and Business Media LLC
college_str Faculty of Humanities and Social Sciences
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hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 1
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description 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.
published_date 2024-02-01T08:00:59Z
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score 11.085372

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