Conversational commerce: entering the next stage of AI-powered digital assistants

TLDR

Digital assistants, driven by data‑driven innovation, have become integral to user conversations, yet no theory explains how users perceive this AI technology. The study investigates how technology attitudes and AI attributes influence purchase intention via digital assistants. A conceptual model linking perceived anthropomorphism, intelligence, and animacy to purchase intention was tested with structural equation modeling on 440 participants, drawing on uncanny valley, theory of mind, developmental and cognitive psychology. Perceived anthropomorphism most strongly drives positive attitude and purchase intention, offering theoretical insights grounded in psychology and practical guidance for developers and marketers.

Abstract

Abstract Digital assistant is a recent advancement benefited through data-driven innovation. Though digital assistants have become an integral member of user conversations, but there is no theory that relates user perception towards this AI powered technology. The purpose of the research is to investigate the role of technology attitude and AI attributes in enhancing purchase intention through digital assistants. A conceptual model is proposed after identifying three major AI factors namely, perceived anthropomorphism, perceived intelligence, and perceived animacy. To test the model, the study employed structural equation modeling using 440 sample. The results indicated that perceived anthropomorphism plays the most significant role in building a positive attitude and purchase intention through digital assistants. Though the study is built using technology-related variables, the hypotheses are proposed based on various psychology-related theories such as uncanny valley theory, the theory of mind, developmental psychology, and cognitive psychology theory. The study’s theoretical contributions are discussed within the scope of these theories. Besides the theoretical contribution, the study also offers illuminating practical implications for developers and marketers’ benefit.