Linking technology readiness and customer engagement: an AI-enabled voice assistants investigation

Abstract

Purpose – This paper aims to establish and empirically investigate a research model examining the effect of four dimensions of the technology readiness index – optimism, innovativeness, discomfort and insecurity – on customer engagement that further influences purchase intention in the context of online shopping through artificial intelligence voice assistants (AI VAs). Design/methodology/approach – Data were collected in India from 429 customers in a self-administered online survey. Data analysis uses the structural equation modelling technique. Findings – Technology readiness dimensions, e.g. optimism, innovativeness, discomfort and insecurity, are critical factors driving customer engagement. Customer engagement further results in purchase intention in online shopping through AI VAs. Research limitations/implications – This study adds to the literature by understanding how customers’ technology readiness levels drive engagement and purchase intention. However, this study includes customer engagement as a unidimensional construct. Further research can consist of customer engagement as a multidimensional construct. Practical implications – The findings offer guidelines for e-retailers to enhance customer engagement that matches their personality traits, thereby strengthening their purchase intention through AI VAs. Originality/value – The research contributes to the literature by empirically investigating a research model, revealing optimism, innovativeness, discomfort and insecurity as crucial parameters for customer engagement and purchase intention.