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Conversational commerce: entering the next stage of AI-powered digital assistants
Annals of Operations Research
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...
Published in: | Annals of Operations Research |
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ISSN: | 0254-5330 1572-9338 |
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Springer Science and Business Media LLC
2021
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URI: | https://cronfa.swan.ac.uk/Record/cronfa56476 |
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v2 56476 2021-03-19 Conversational commerce: entering the next stage of AI-powered digital assistants d154596e71b99ad1285563c8fdd373d7 0000-0002-5547-9990 Yogesh Dwivedi Yogesh Dwivedi true false 2021-03-19 BBU 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 0 Springer Science and Business Media LLC 0254-5330 1572-9338 Anthropomorphism; Intelligence; Animacy; Artificial intelligence; Digital assistants; Purchase intention 12 4 2021 2021-04-12 10.1007/s10479-021-04049-5 COLLEGE NANME Business COLLEGE CODE BBU Swansea University 2023-07-31T10:12:57.5144227 2021-03-19T21:25:14.9963306 Faculty of Humanities and Social Sciences School of Management - Business Management Janarthanan Balakrishnan 1 Yogesh Dwivedi 0000-0002-5547-9990 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 |
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Conversational commerce: entering the next stage of AI-powered digital assistants |
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Yogesh Dwivedi |
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Janarthanan Balakrishnan Yogesh Dwivedi |
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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 |
2021-04-12T10:12:54Z |
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