{"title":"Linking technology readiness and customer engagement: an AI-enabled voice assistants investigation","authors":"Tejas R. Shah, Pradeep Kautish, Sandeep Walia","doi":"10.1108/fs-10-2021-0195","DOIUrl":null,"url":null,"abstract":"\nPurpose\nThis 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).\n\n\nDesign/methodology/approach\nData were collected in India from 429 customers in a self-administered online survey. Data analysis uses the structural equation modelling technique.\n\n\nFindings\nTechnology 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.\n\n\nResearch limitations/implications\nThis 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.\n\n\nPractical implications\nThe findings offer guidelines for e-retailers to enhance customer engagement that matches their personality traits, thereby strengthening their purchase intention through AI VAs.\n\n\nOriginality/value\nThe 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.\n","PeriodicalId":51620,"journal":{"name":"Foresight","volume":" ","pages":""},"PeriodicalIF":2.3000,"publicationDate":"2023-09-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Foresight","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/fs-10-2021-0195","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"REGIONAL & URBAN PLANNING","Score":null,"Total":0}
引用次数: 0
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.
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