Linking technology readiness and customer engagement: an AI-enabled voice assistants investigation

IF 2.3 Q3 REGIONAL & URBAN PLANNING Foresight Pub Date : 2023-09-12 DOI:10.1108/fs-10-2021-0195
Tejas R. Shah, Pradeep Kautish, Sandeep Walia
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Abstract

Purpose This paper aims to establish and empirically investigate a research model examining the effect of four dimensions of the technology readiness index – optimism, innovativeness, discomfort and insecurity – on customer engagement that further influences purchase intention in the context of online shopping through artificial intelligence voice assistants (AI VAs). Design/methodology/approach Data were collected in India from 429 customers in a self-administered online survey. Data analysis uses the structural equation modelling technique. Findings Technology readiness dimensions, e.g. optimism, innovativeness, discomfort and insecurity, are critical factors driving customer engagement. Customer engagement further results in purchase intention in online shopping through AI VAs. Research limitations/implications This study adds to the literature by understanding how customers’ technology readiness levels drive engagement and purchase intention. However, this study includes customer engagement as a unidimensional construct. Further research can consist of customer engagement as a multidimensional construct. Practical implications The findings offer guidelines for e-retailers to enhance customer engagement that matches their personality traits, thereby strengthening their purchase intention through AI VAs. Originality/value The research contributes to the literature by empirically investigating a research model, revealing optimism, innovativeness, discomfort and insecurity as crucial parameters for customer engagement and purchase intention.
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将技术准备和客户参与联系起来:人工智能语音助手调查
目的本文旨在建立并实证研究一个研究模型,考察技术准备指数的四个维度——乐观、创新、不适和不安全——对客户参与度的影响,并通过人工智能语音助手(AI VA)在网上购物的背景下进一步影响购买意愿。设计/方法/方法在一项自行管理的在线调查中,从印度429名客户那里收集了数据。数据分析使用结构方程建模技术。发现技术准备维度,如乐观、创新、不适和不安全,是推动客户参与的关键因素。客户参与度通过AI VA进一步导致在线购物中的购买意愿。研究局限性/含义本研究通过了解客户的技术准备水平如何推动参与度和购买意愿,为文献增添了内容。然而,这项研究将客户参与作为一个一维结构。进一步的研究可以将客户参与作为一个多维结构。实际含义研究结果为电子零售商提供了指导,以提高与其个性特征相匹配的客户参与度,从而通过AI VA增强他们的购买意愿。独创性/价值该研究通过对研究模型进行实证调查,揭示了乐观、创新、不适和不安全感是客户参与度和购买意愿的关键参数,从而为文献做出了贡献。
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来源期刊
Foresight
Foresight REGIONAL & URBAN PLANNING-
CiteScore
5.10
自引率
5.00%
发文量
45
期刊介绍: ■Social, political and economic science ■Sustainable development ■Horizon scanning ■Scientific and Technological Change and its implications for society and policy ■Management of Uncertainty, Complexity and Risk ■Foresight methodology, tools and techniques
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