Investigating the impact of intelligent personal assistants on the purchase intentions of Generation Z consumers: The moderating role of brand credibility |
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| Affiliation: | 1. Department of Transportation and Logistics Management, National Yang Ming Chiao Tung University 4F, 118 Chung Hsiao W. Rd., Sec. 1, Taipei, 10012, Taiwan;2. Department of Transportation and Logistics Management, National Yang Ming Chiao Tung University, Assembly Building 1, 1001 Daxue Rd., East Dist., Hsinchu, 30010, Taiwan;1. Department of Marketing, School of Business Administration, Hunan University, Changsha, 410000, China;2. Hunan Key Laboratory of Macroeconomic Big Data Mining and its Application, School of Business, Hunan Normal University, Changsha, 410000, China;3. Department of Management, School of Business Administration, Huaqiao University, Quanzhou, 362000, China;1. Department of Management, Korea National Open University, 86 Daehak-ro, Jongno-gu, Seoul, 03087, South Korea;2. College of Business Administration, Seoul National University, 1 Gwanak-ro, Gwanak-gu, Seoul, 08826, South Korea;1. School of Management Science and Engineering, Nanjing University of Information Science & Technology, Nanjing, 210044, China;2. China Institute of Manufacturing Development, Nanjing University of Information Science & Technology, Nanjing, 210044, China;1. Department of Industrial Engineering, Yonsei University, 50 Yonsei-ro, Sinchon-dong, Seodaemun-gu, Seoul 03722, South Korea;2. Center for Transdisciplinary Research (CFTR), Saveetha Dental College, Saveetha Institute of Medical and Technical Sciences, Saveetha University, 162, Poonamallee High Road, Velappanchavadi, Chennai, Tamil Nadu 600077, India;3. Department of Mathematics, National Institute of Technology Durgapur, Durgapur 713213, West Bengal, India;4. Department of Business Administration, College of Business and Economics, Chung-Ang University, Seoul 06974, South Korea;1. Guildhall School of Business and Law, London Metropolitan University, London, UK;2. Department of Management Studies, Graphic Era Deemed to be University, India;3. Operations and Supply Chain Research Laboratory, School of Management, Doon University, India;4. Australian Artificial Intelligence Institute (AAII), University of Technology Sydney, Australia |
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| Abstract: | Consumers increasingly use intelligent personal assistants for shopping, given their advantages of being hands-free and voice-controlled, enabling individuals to multi-task during interactions, and identifying users through voice printing. Members of Generation Z (Gen Z), the world's most populous generation, who focus on experiences and innovation and are familiar with using the internet, are increasingly using smart technologies. However, the factors that influence Gen Z consumers' purchase intentions as they use intelligent personal assistants (IPAs) are unknown. Drawing on the computers are social actors (CASA) paradigm, this paper explores how the intelligent features of IPAs affect Gen Z consumers' purchase intentions and investigates the moderating effect of brand credibility. Using structural equation modeling on a sample of 428 Gen Z consumers who use IPAs, the results show that personalization and a conversational tone have significant positive effects on informational support and emotional support. Autonomy and responsiveness have significant positive effects on informational support. Informational support and emotional support have a positive impact on purchase intentions. Brand credibility positively moderates the relationships between informational support and purchase intentions and between emotional support and purchase intentions. This study deepens our understanding of the antecedents of purchase intentions that affect Gen Z's use of IPAs and provides practical guidance for the development of IPAs. In addition, the results could help companies develop strategies to improve brand credibility to increase the purchase intentions of Gen Z consumers. |
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| Keywords: | Intelligent personal assistants Purchase intentions Generation Z CASA paradigm Brand credibility |
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