Linking technology readiness and customer engagement: an AI-enabled voice assistants investigation
Tejas R. Shah,
Pradeep Kautish,
Sandeep Walia
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 struc… Show more
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