Digital Assistants in Online Retail Shopping

Enhancing Customer Experience
1. Auflage 2026
ISBN: 978-1-041-38198-3
Verlag: Taylor & Francis Ltd

Buch, Englisch, 180 Seiten, Format (B × H): 156 mm x 234 mm

This book tackles a critical paradox in contemporary e-commerce: despite rapid proliferation of AI-powered digital assistants—from chatbots to voice-enabled shopping tools like Alexa and Siri—consumer adoption remains surprisingly low. Why do shoppers hesitate to trust these technologies, and what motivates those who embrace them? Through rigorous empirical research and innovative theoretical frameworks, this book addresses these pressing questions, offering insights into the psychological, social, and technological factors shaping consumer acceptance of AI-driven shopping assistance.

The book introduces the Acceptance of Digital Assistant in Online Shopping (ADAiOS) model, extending the Technology Acceptance Model (TAM) by integrating Social Presence Theory (SPT) and the Computers Are Social Actors (CASA) paradigm. Through systematic literature review, bibliometric analysis, and advanced multi-criteria decision-making techniques—including Grey-DEMATEL and Grey Influence Analysis (GINA)—the authors identify twelve key factors influencing consumer acceptance: usefulness, ease of use, performance, enjoyment, anthropomorphism, social presence, sociability, privacy concerns, technology anxiety, and trust. Drawing on empirical data from India's rapidly developing e-commerce market, it reveals that human-like attributes, social validation, and perceived presence are critical to acceptance, providing actionable strategies for designing trustworthy digital assistants.

This book will interest students, researchers, and academics in Digital Marketing, Consumer Behaviour, E-commerce, Artificial Intelligence, Human-Computer Interaction, and Decision Sciences. It will also serve industry practitioners including marketing managers, digital strategists, e-commerce developers, UX designers, and policymakers seeking to optimize AI-powered retail technologies.

Zielgruppe

Academic and Postgraduate

Autoren/Hrsg.

Singh, Chetanya

Dash, Manoj Kumar

Sahu, Rajendra

Fachgebiete

• Sozialwissenschaften Soziologie | Soziale Arbeit Spezielle Soziologie Stadt- und Regionalsoziologie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Mathematik | Informatik EDV | Informatik Digital Lifestyle Internet, E-Mail, Social Media
• Interdisziplinäres Wissenschaften Wissenschaften Interdisziplinär Regionalwissenschaften, Regionalstudien
• Mathematik | Informatik EDV | Informatik Informatik Mensch-Maschine-Interaktion User Interface Design & Benutzerfreundlichkeit
• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik
• Mathematik | Informatik EDV | Informatik Informatik Künstliche Intelligenz
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

Lists of figures. List of tables. Acknowledgements. List of acronyms and abbreviations 1. Introduction to digital assistant acceptance in online shopping 2. Systematic literature review, bibliometric analysis, and future research framework 3. Factors affecting acceptance of digital assistants in online shopping 4. Acceptance of digital assistants in the online shopping model and effects of consumer demographics 5. Analyzing the cause-and-effect of digital assistant acceptance factors 6. Influence analysis of the digital assistant acceptance factors 7. Conclusions, contributions, strategies, and future directions Appendices. Index.

Über Autor(innen)

Chetanya Singh is a Postdoctoral Fellow in the Department of Management Studies at ABV-Indian Institute of Information Technology and Management (ABV-IIITM), Gwalior. She holds a Ph.D. from ABV-IIITM and an MBA in Marketing from IMT Ghaziabad and is UGC-NET and JRF qualified. Her research focuses on chatbots, technology acceptance, and AI in marketing. She has published in Scopus- and SCI-indexed journals and has experience in academia, research, and the corporate sector.

Manoj Kumar Dash is an Associate Professor in the Department of Management Studies at ABV-Indian Institute of Information Technology and Management (ABV-IIITM), Gwalior. He holds M.A., M.Phil., and Ph.D. degrees in Economics, as well as an MBA in Marketing. With over 21 years of teaching and research experience, his interests include econometric modeling, marketing analytics, consumer behavior, MCDM, behavioral finance, entrepreneurship, and innovation management. He received the Atal Outstanding Faculty Award (2023) and the Faculty of the Year Award at LEAP 2025 in the UK.

Rajendra Sahu is working as a Professor in the Department of Management Studies at ABV-Indian Institute of Information Technology & Management, Gwalior (M.P.). He has a PhD from the Indian Institute of Technology (IIT) Kharagpur. His areas of teaching and research interest are enterprise resource planning ERP, Supply Chain Management, Knowledge Management, E-Governance, System Analysis & Design, Modeling and Simulation, Cost Accounting.