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Examining the role of consumer motivations to use voice assistants for fashion shopping: The mediating role of awe experience and eWOM

Pradeep Kautish Orcid Logo, Sonal Purohit Orcid Logo, Raffaele Filieri Orcid Logo, Yogesh Dwivedi Orcid Logo

Technological Forecasting and Social Change, Volume: 190, Start page: 122407

Swansea University Author: Yogesh Dwivedi Orcid Logo

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DOI (Published version): 10.1016/j.techfore.2023.122407

Abstract

Artificial intelligence-enabled voice assistant services have received notable scholarly attention. Fashion retailers offer AI-based voice assistants to facilitate online shoppers. However, the consumer motivations to use digital voice assistants and their effect on the purchase intentions of online...

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Published in: Technological Forecasting and Social Change
ISSN: 0040-1625
Published: Elsevier BV 2023
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URI: https://cronfa.swan.ac.uk/Record/cronfa62599
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spelling v2 62599 2023-02-07 Examining the role of consumer motivations to use voice assistants for fashion shopping: The mediating role of awe experience and eWOM d154596e71b99ad1285563c8fdd373d7 0000-0002-5547-9990 Yogesh Dwivedi Yogesh Dwivedi true false 2023-02-07 BBU Artificial intelligence-enabled voice assistant services have received notable scholarly attention. Fashion retailers offer AI-based voice assistants to facilitate online shoppers. However, the consumer motivations to use digital voice assistants and their effect on the purchase intentions of online fashion shoppers are unexplored. To bridge this literature gap, this study presents a unique theoretical model grounded in the consumer innovativeness concept, broaden-and-built theory, and stimulus-organism-response model to explore the effect of motivated consumer innovativeness to use digital voice assistants on purchase intention and awe experience of online shoppers. The study used data collected from 538 users of digital voice assistants for online shopping of fashion products. Structural equation modeling analysis revealed that the functional, hedonic, social, and cognitive motivated consumer innovativeness for using voice assistants affects purchase intention and awe experience. Further, the awe experience mediates the relationship between motivated consumer innovativeness and purchase intention; and electronic word-of-mouth mediates the relationship between awe experience and purchase intention. The study theoretically contributes to the extant literature on consumer innovativeness, AI-based voice assistants, and fashion shopping. The findings offer insights to fashion retailers for improved use of voice assistants by online shoppers. Journal Article Technological Forecasting and Social Change 190 122407 Elsevier BV 0040-1625 AI-enabled services; Voice assistants; Motivated consumer innovativeness; Awe experience; eWOM; Purchase intentions 1 5 2023 2023-05-01 10.1016/j.techfore.2023.122407 COLLEGE NANME Business COLLEGE CODE BBU Swansea University SU Library paid the OA fee (TA Institutional Deal) 2023-06-23T14:56:07.8720513 2023-02-07T11:20:42.1431173 Faculty of Humanities and Social Sciences School of Management - Business Management Pradeep Kautish 0000-0002-2908-6720 1 Sonal Purohit 0000-0002-3827-1266 2 Raffaele Filieri 0000-0002-3534-8547 3 Yogesh Dwivedi 0000-0002-5547-9990 4 62599__26670__62e9bc09a40241629764ae6bf6031049.pdf 62599_VoR.pdf 2023-02-23T16:17:27.7927974 Output 834773 application/pdf Version of Record true © 2023 The Author(s). This is an open access article under the CC BY-NC-ND license true eng http://creativecommons.org/licenses/by-nc-nd/4.0/
title Examining the role of consumer motivations to use voice assistants for fashion shopping: The mediating role of awe experience and eWOM
spellingShingle Examining the role of consumer motivations to use voice assistants for fashion shopping: The mediating role of awe experience and eWOM
Yogesh Dwivedi
title_short Examining the role of consumer motivations to use voice assistants for fashion shopping: The mediating role of awe experience and eWOM
title_full Examining the role of consumer motivations to use voice assistants for fashion shopping: The mediating role of awe experience and eWOM
title_fullStr Examining the role of consumer motivations to use voice assistants for fashion shopping: The mediating role of awe experience and eWOM
title_full_unstemmed Examining the role of consumer motivations to use voice assistants for fashion shopping: The mediating role of awe experience and eWOM
title_sort Examining the role of consumer motivations to use voice assistants for fashion shopping: The mediating role of awe experience and eWOM
author_id_str_mv d154596e71b99ad1285563c8fdd373d7
author_id_fullname_str_mv d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi
author Yogesh Dwivedi
author2 Pradeep Kautish
Sonal Purohit
Raffaele Filieri
Yogesh Dwivedi
format Journal article
container_title Technological Forecasting and Social Change
container_volume 190
container_start_page 122407
publishDate 2023
institution Swansea University
issn 0040-1625
doi_str_mv 10.1016/j.techfore.2023.122407
publisher Elsevier BV
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 Artificial intelligence-enabled voice assistant services have received notable scholarly attention. Fashion retailers offer AI-based voice assistants to facilitate online shoppers. However, the consumer motivations to use digital voice assistants and their effect on the purchase intentions of online fashion shoppers are unexplored. To bridge this literature gap, this study presents a unique theoretical model grounded in the consumer innovativeness concept, broaden-and-built theory, and stimulus-organism-response model to explore the effect of motivated consumer innovativeness to use digital voice assistants on purchase intention and awe experience of online shoppers. The study used data collected from 538 users of digital voice assistants for online shopping of fashion products. Structural equation modeling analysis revealed that the functional, hedonic, social, and cognitive motivated consumer innovativeness for using voice assistants affects purchase intention and awe experience. Further, the awe experience mediates the relationship between motivated consumer innovativeness and purchase intention; and electronic word-of-mouth mediates the relationship between awe experience and purchase intention. The study theoretically contributes to the extant literature on consumer innovativeness, AI-based voice assistants, and fashion shopping. The findings offer insights to fashion retailers for improved use of voice assistants by online shoppers.
published_date 2023-05-01T14:56:02Z
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score 11.035634

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