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

Janarthanan Balakrishnan, Yogesh Dwivedi Orcid Logo

Annals of Operations Research

Swansea University Author: Yogesh Dwivedi Orcid Logo

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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 2021
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URI: https://cronfa.swan.ac.uk/Record/cronfa56476
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first_indexed 2021-03-19T21:29:21Z
last_indexed 2023-03-22T04:11:33Z
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spelling 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
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
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publishDate 2021
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
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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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