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

Manu Sharma (), Sudhanshu Joshi (), Sunil Luthra () and Anil Kumar ()
Additional contact information
Manu Sharma: Graphic Era Deemed to Be University
Sudhanshu Joshi: Doon University
Sunil Luthra: Ch. Ranbir Singh State Institute of Engineering & Technology (CRSSIET)
Anil Kumar: London Metropolitan University

Information Systems Frontiers, 2024, vol. 26, issue 3, No 6, 943-966

Abstract: 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.

Keywords: Artificial intelligence; Conversational commerce; Chatbots; Millennials; Customer purchase; Interactivity; Artificial neural network (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://link.springer.com/10.1007/s10796-022-10339-5 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:infosf:v:26:y:2024:i:3:d:10.1007_s10796-022-10339-5

Ordering information: This journal article can be ordered from
http://www.springer.com/journal/10796

DOI: 10.1007/s10796-022-10339-5

Access Statistics for this article

Information Systems Frontiers is currently edited by Ram Ramesh and Raghav Rao

More articles in Information Systems Frontiers from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().