Impact of digital assistant attributes on millennials' purchasing intentions: a multi-group analysis using PLS-SEM, artificial neural network and fsQCA
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 PL...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Springer
2024
|
| Subjects: | |
| Online Access: | https://repository.londonmet.ac.uk/7885/3/Accepted%20Version.pdf |