Examining the role of consumer motivations to use voice assistants for fashion shopping: The mediating role of awe experience and eWOM

• DOI: 10.1016/j.techfore.2023.122407
• Publication Date: 2023-02-17T03:51:18Z
• Authors: Pradeep Kautish; Sonal Purohit; Raffaele Filieri; Yogesh K. Dwivedi
• Keywords: Word of mouth; Consumer behaviour

Artificial intelligence-enabled voice assistant services have received notable scholarly attention. Fashion retailers offer AI-based assistants to facilitate online shoppers. However, the consumer motivations use digital and their effect on purchase intentions of fashion shoppers are unexplored. To bridge this literature gap, study presents a unique theoretical model grounded in innovativeness concept, broaden-and-built theory, stimulus-organism-response explore motivated intention awe experience The used data collected from 538 users for shopping products. Structural equation modeling analysis revealed that functional, hedonic, social, cognitive using affects experience. Further, mediates relationship between intention; electronic word-of-mouth intention. theoretically contributes extant innovativeness, assistants, shopping. findings insights improved by