AN ENQUIRY INTO THE PURCHASE INTENTION OF AI – BASED VIRTUAL PERSONAL VOICE ASSISTANTS IN INDIA

Renu Isidore, C. Joe Arun

Abstract


This paper attempts to analyze the Indian consumers’ intention to purchase AI – based virtual personal assistants (VPAs). The various AI beliefs of the Indian consumers were initially captured using forty-four statements via the questionnaire survey method using snowball and convenience sampling techniques. Principal Component factor analysis followed by Varimax rotation was adopted to reduce these statements into nine factors namely: Trust in AI, Knowledge about AI, Personalization Preference, Current usage of AI, Awareness of AI, Positive outlook on Current AI Performance, Future Dangers of AI, Negative outlook on Current AI Performance and Desired Applications of AI. The survey which was conducted across India resulted in a sample size of 637 respondents who did not own a VPA and had either an intention/no intention to purchase a VPA. By employing Independent sample t-tests, the purchase intention was analyzed with respect to the nine reduced factors and the tests were repeated for various demographic profiles like gender, age, annual income and AI knowledge level for a better understanding. The results show that different factors significantly influence the purchase intention for different profiles. A complete understanding of the purchase intention of VPAs with respect to the various dimensions of the consumers’ AI beliefs and various demographic profiles is important for both businesses selling VPAs and also for the retail industry as voice shopping via VPAs is the future of e-commerce.

Keywords: Artificial Intelligence, Digital Personal Voice Assistants, Indian Consumer Market, Purchase Intention.


Full Text:

PDF

References


Accenture (2017). Dynamic digital consumers’ ever-changing expectations and technology intrigue, 27. Retrieved from https://www.accenture.com/us-en/_acnmedia/PDF-39/Accenture-PoV-Dynamic-Consumers.pdf

Bawack, R. E., Wamba, S. F., &Carillo, K. D. A. (2021). Exploring the role of personality, trust, and privacy in customer experience performance during voice shopping: Evidence from SEM and fuzzy set qualitative comparative analysis. International Journal of Information Management, 58, 102309.

Bughin, J., Hazan, E., Ramaswamy, S., Chui, M., Allas, T., Dahlstrom, P. ... & Trench, M. (2017). Artificial intelligence: The next digital frontier?. McKinsey Global Institute. 1-75.

Business-Insider (2017) Jeff Bezos says the Echo ‘isn’t about’ getting people to shop on Amazon, and he may be right. Retrieved from https://www.businessinsider.com.au/what-people-do-with-amazon-echo-chart-2017-2 Accessed on August 12 2021.

Dawar, N., &Bendle, N. (2018). Marketing in the Age of Alexa. Harvard Business Review, 96(3), 80–86.

Fernandes, T., & Oliveira, E. (2021). Understanding consumers’ acceptance of automated technologies in service encounters: Drivers of digital voice assistants adoption. Journal of Business Research, 122, 180-191.

Frank, B., Enkawa, T., Schvaneveldt, S. J., &Torrico, B. H. (2015). Antecedents and consequences of innate willingness to pay for innovations: Understanding motivations and consumer preferences of prospective early adopters. Technological Forecasting and Social Change, 99, 252-266.

Gursoy, D., Chi, O. H., Lu, L., &Nunkoo, R. (2019). Consumers acceptance of artificially intelligent (AI) device use in service delivery. International Journal of Information Management, 49, 157-169.

Joon-Hwan Kim. (2021). Analysis of User Experience and Usage Behavior of Consumers Using Artificial Intelligence (AI) Devices. Journal of Digital Convergence, 19(6), 1–9. https://doi.org/10.14400/JDC.2021.19.6.001

Ling, E. C., Tussyadiah, I., Tuomi, A., Stienmetz, J., &Ioannou, A. (2021). Factors influencing users' adoption and use of conversational agents: A systematic review. Psychology & Marketing.

Maedche, A., Legner, C., Benlian, A., Berger, B., Gimpel, H., Hess, T., ... &Söllner, M. (2019). AI-based digital assistants. Business & Information Systems Engineering, 61(4), 535-544.

Mani, D., Mohan, M. and Monish, K. (2021). The AI Index 2021 Annual Re¬port, Srini Raju Centre for IT and the Networked Economy, Indian School of Busi¬ness.

Manis, K. T. (2020). Artificial Intelligence (AI) and AI-Enabled Consumer Devices: Extending and Individuating the Technology Acceptance Model (TAM) to AI-Enabled Consumer Devices. Society for Marketing Advances Proceedings, 266–268.

McLean, G., & Osei-Frimpong, K. (2019). Hey Alexa… examine the variables influencing the use of artificial intelligent in-home voice assistants. Computers in Human Behavior, 99, 28-37.

McLean, G., Osei-Frimpong, K., &Barhorst, J. (2021). Alexa, do voice assistants influence consumer brand engagement?–Examining the role of AI powered voice assistants in influencing consumer brand engagement. Journal of Business Research, 124, 312-328.

Poushneh, A. (2021). Humanizing voice assistant: The impact of voice assistant personality on consumers’ attitudes and behaviors. Journal of Retailing and Consumer Services, 58, 102283.

Ram, A., Prasad, R., Khatri, C., Venkatesh, A., Gabriel, R., Liu, Q., ... &Pettigrue, A. (2018). Conversational ai: The science behind the alexa prize. arXiv preprint arXiv:1801.03604.

Sohn, K., & Kwon, O. (2020). Technology acceptance theories and factors influencing artificial intelligence-based intelligent products. Telematics and Informatics, DOI: https://doi.org/10.1016/j.tele.2019.101324

Yang, H., & Lee, H. (2019). Understanding user behavior of virtual personal assistant devices. Information Systems and e-Business Management, 17(1), 65-87.


Refbacks

  • There are currently no refbacks.


International Journal of Business and Economics is licensed under a Creative Commons Attribution 4.0 International License Based on a work at http://ijbe.ielas.org

Copyright © 2016-2022 International Journal of Business and Economics (IJBE)

ISSN (online) 2545-4137

Disclaimer: Articles on International Journal of Business and Economics (IJBE) have been previewed and authenticated by the Authors before sending for the publication. The Journal, Chief Editor and the editorial board are not entitled or liable to either justify or responsible for inaccurate and misleading data if any. It is the sole responsibility of the Author concerned.