Impact of Digital Assistant Attributes on Millennials' Purchasing Intentions: A Multi-Group Analysis using PLS-SEM, Artificial Neural Network and fsQCA.

Sharma, M; Joshi, S; Luthra, S; Kumar, A

Impact of Digital Assistant Attributes on Millennials' Purchasing Intentions: A Multi-Group Analysis using PLS-SEM, Artificial Neural Network and fsQCA.

Sharma, M Joshi, S

Luthra, S Kumar, A

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Publisher:: SPRINGER
Publication Type:: Journal Article
Citation:: Inf Syst Front, 2022, pp. 1-24
Issue Date:: 2022-09-23

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Field	Value	Language
dc.contributor.author	Sharma, M
dc.contributor.author	Joshi, S https://orcid.org/0000-0003-4748-5001
dc.contributor.author	Luthra, S
dc.contributor.author	Kumar, A
dc.date.accessioned	2023-04-11T05:42:18Z
dc.date.available	2022-09-01
dc.date.available	2023-04-11T05:42:18Z
dc.date.issued	2022-09-23
dc.identifier.citation	Inf Syst Front, 2022, pp. 1-24
dc.identifier.issn	1387-3326
dc.identifier.issn	1572-9419
dc.identifier.uri	http://hdl.handle.net/10453/169610
dc.description.abstract	The rising population of millennials, coupled with Digital Assistants (DA) and online purchasing trends among consumers have gained increasing attention by global marketers. The study evaluates the influence of DA attributes on the purchasing intention (PUI) of millennials. A combined approach of PLS-SEM, Artificial Neural Network (ANN) and Fuzzy-set Qualitative Comparative Analysis (fsQCA) is used to predict the PUI of 345 millennials. Also, multi-group analysis is employed to uncover the influence of gender on the relationship between PUI and DA attributes. The findings suggest that DA attributes may amplify purchasing intention among millennials, especially through perceived interactivity and anthropomorphism. Further, the moderating role of gender was found significant on the inter-relationship of perceived interactivity and PUI. This research is a pioneer study in the area of artificial intelligence, conversational commerce, DA and AI-powered chatbots. This study will help marketers and practitioners to predict millennial purchasing intentions. An evaluation of this paper may help them to foster immersive and effective engagement through DA.
dc.format	Print-Electronic
dc.language	eng
dc.publisher	SPRINGER
dc.relation.ispartof	Inf Syst Front
dc.relation.isbasedon	10.1007/s10796-022-10339-5
dc.rights	info:eu-repo/semantics/closedAccess
dc.subject	0806 Information Systems
dc.subject.classification	Information Systems
dc.title	Impact of Digital Assistant Attributes on Millennials' Purchasing Intentions: A Multi-Group Analysis using PLS-SEM, Artificial Neural Network and fsQCA.
dc.type	Journal Article
utslib.location.activity	United States
utslib.for	0806 Information Systems
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Engineering and Information Technology
pubs.organisational-group	/University of Technology Sydney/Faculty of Engineering and Information Technology/School of Computer Science
utslib.copyright.status	closed_access	*
dc.date.updated	2023-04-11T05:42:14Z
pubs.publication-status	Published online

Abstract:

The rising population of millennials, coupled with Digital Assistants (DA) and online purchasing trends among consumers have gained increasing attention by global marketers. The study evaluates the influence of DA attributes on the purchasing intention (PUI) of millennials. A combined approach of PLS-SEM, Artificial Neural Network (ANN) and Fuzzy-set Qualitative Comparative Analysis (fsQCA) is used to predict the PUI of 345 millennials. Also, multi-group analysis is employed to uncover the influence of gender on the relationship between PUI and DA attributes. The findings suggest that DA attributes may amplify purchasing intention among millennials, especially through perceived interactivity and anthropomorphism. Further, the moderating role of gender was found significant on the inter-relationship of perceived interactivity and PUI. This research is a pioneer study in the area of artificial intelligence, conversational commerce, DA and AI-powered chatbots. This study will help marketers and practitioners to predict millennial purchasing intentions. An evaluation of this paper may help them to foster immersive and effective engagement through DA.

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http://hdl.handle.net/10453/169610