Investigating the acceptance intentions of online shopping assistants in E-commerce interactions: Mediating role of trust and effects of consumer demographics
Online shopping has various advantages, such as convenience, easy access to information, a greater variety of products or services, discounts, and lower prices. However, the absence of salespeople's personalized assistance decreases the online customer experience. Business-to-consumer e-commerc...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2024-02-01
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| Series: | Heliyon |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2405844024010624 |
| _version_ | 1797304525941374976 |
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| author | Chetanya Singh Manoj Kumar Dash Rajendra Sahu Anil Kumar |
| author_facet | Chetanya Singh Manoj Kumar Dash Rajendra Sahu Anil Kumar |
| author_sort | Chetanya Singh |
| collection | DOAJ |
| description | Online shopping has various advantages, such as convenience, easy access to information, a greater variety of products or services, discounts, and lower prices. However, the absence of salespeople's personalized assistance decreases the online customer experience. Business-to-consumer e-commerce companies are increasingly implementing online shopping assistants (OSAs), interactive and automated tools used to assist customers without salespeople's assistance. However, no comprehensive model of OSA acceptance in e-commerce exists, including constructs from multiple information system disciplines, sociopsychology, and information security. This study aims to fill these gaps by empirically investigating consumers' intention to accept OSAs from a functional, social, relational, and security perspective. It identifies OSA acceptance factors in e-commerce through an extensive literature review and expert opinion. A research model is proposed after identifying structural relationships among the study's variables from the literature. The study employs partial least squares-structural equation modeling (PLS-SEM) to validate the proposed model empirically. The results indicate that anthropomorphism, attitude, ease of use, enjoyment, privacy, trust, and usefulness are crucial determinants of acceptance variables. There are significant moderating effects of respondents' gender and education on OSA acceptance. The study's results have substantial implications for academia, extending and validating the Technology Acceptance Model (TAM) for OSA acceptance in e-commerce. The study will help e-commerce marketers develop optimal adoption strategies when implementing OSAs on social media platforms. |
| first_indexed | 2024-03-08T00:10:44Z |
| format | Article |
| id | doaj.art-022ce8ba55c4422babf905122fbf3c58 |
| institution | Directory Open Access Journal |
| issn | 2405-8440 |
| language | English |
| last_indexed | 2024-03-08T00:10:44Z |
| publishDate | 2024-02-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Heliyon |
| spelling | doaj.art-022ce8ba55c4422babf905122fbf3c582024-02-17T06:39:22ZengElsevierHeliyon2405-84402024-02-01103e25031Investigating the acceptance intentions of online shopping assistants in E-commerce interactions: Mediating role of trust and effects of consumer demographicsChetanya Singh0Manoj Kumar Dash1Rajendra Sahu2Anil Kumar3Atal Bihari Vajpayee Indian Institute of Information Technology and Management, Gwalior, IndiaAtal Bihari Vajpayee Indian Institute of Information Technology and Management, Gwalior, IndiaAtal Bihari Vajpayee Indian Institute of Information Technology and Management, Gwalior, IndiaGuildhall School of Business and Law, London Metropolitan University, London, UK; Corresponding author.Online shopping has various advantages, such as convenience, easy access to information, a greater variety of products or services, discounts, and lower prices. However, the absence of salespeople's personalized assistance decreases the online customer experience. Business-to-consumer e-commerce companies are increasingly implementing online shopping assistants (OSAs), interactive and automated tools used to assist customers without salespeople's assistance. However, no comprehensive model of OSA acceptance in e-commerce exists, including constructs from multiple information system disciplines, sociopsychology, and information security. This study aims to fill these gaps by empirically investigating consumers' intention to accept OSAs from a functional, social, relational, and security perspective. It identifies OSA acceptance factors in e-commerce through an extensive literature review and expert opinion. A research model is proposed after identifying structural relationships among the study's variables from the literature. The study employs partial least squares-structural equation modeling (PLS-SEM) to validate the proposed model empirically. The results indicate that anthropomorphism, attitude, ease of use, enjoyment, privacy, trust, and usefulness are crucial determinants of acceptance variables. There are significant moderating effects of respondents' gender and education on OSA acceptance. The study's results have substantial implications for academia, extending and validating the Technology Acceptance Model (TAM) for OSA acceptance in e-commerce. The study will help e-commerce marketers develop optimal adoption strategies when implementing OSAs on social media platforms.http://www.sciencedirect.com/science/article/pii/S2405844024010624Online shopping assistantConversational commerceE-commerceTAMAcceptanceIntention to use |
| spellingShingle | Chetanya Singh Manoj Kumar Dash Rajendra Sahu Anil Kumar Investigating the acceptance intentions of online shopping assistants in E-commerce interactions: Mediating role of trust and effects of consumer demographics Heliyon Online shopping assistant Conversational commerce E-commerce TAM Acceptance Intention to use |
| title | Investigating the acceptance intentions of online shopping assistants in E-commerce interactions: Mediating role of trust and effects of consumer demographics |
| title_full | Investigating the acceptance intentions of online shopping assistants in E-commerce interactions: Mediating role of trust and effects of consumer demographics |
| title_fullStr | Investigating the acceptance intentions of online shopping assistants in E-commerce interactions: Mediating role of trust and effects of consumer demographics |
| title_full_unstemmed | Investigating the acceptance intentions of online shopping assistants in E-commerce interactions: Mediating role of trust and effects of consumer demographics |
| title_short | Investigating the acceptance intentions of online shopping assistants in E-commerce interactions: Mediating role of trust and effects of consumer demographics |
| title_sort | investigating the acceptance intentions of online shopping assistants in e commerce interactions mediating role of trust and effects of consumer demographics |
| topic | Online shopping assistant Conversational commerce E-commerce TAM Acceptance Intention to use |
| url | http://www.sciencedirect.com/science/article/pii/S2405844024010624 |
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