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

نویسندگان

چکیده

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 no theory that relates perception towards this AI powered technology. The purpose the research to investigate role technology attitude and attributes in enhancing purchase intention assistants. A conceptual model proposed after identifying three major factors namely, perceived anthropomorphism, intelligence, animacy. To test model, study employed structural equation modeling using 440 sample. results indicated anthropomorphism plays most significant building positive built technology-related variables, hypotheses are based on various psychology-related theories such as uncanny valley theory, mind, developmental psychology, cognitive psychology theory. study’s theoretical contributions discussed within scope these theories. Besides contribution, also offers illuminating practical implications for developers marketers’ benefit.

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ژورنال

عنوان ژورنال: Annals of Operations Research

سال: 2021

ISSN: ['1572-9338', '0254-5330']

DOI: https://doi.org/10.1007/s10479-021-04049-5