Consumer Attitudes Towards using Digital Assistants in Online Shopping

DOI: 10.34047/MMR.2020.10201

Abstract

Consumers' shopping habits have undergone a significant shift in the past decade. Although people still
shop in physical stores, they find online shopping to be very convenient because they don't have to
physically go to the store. Making choices and evaluating prices against those of competitors' products
can be done comfortably and at home. The retail industry's advertising, sales, and delivery channels have
changed as a result of the widespread use of the internet. Online retailers are currently spending a lot of
money to expand their sales capabilities and handle a wider variety of transactions. Digital assistants are
now available to offer customers text-based and voice-driven interfaces that are specifically tailored to
their needs. This enables e-retailers to better support their online customers by creating a marketing
strategy that will draw in potential customers and turn them into active customers by effectively
incentivizing them to make a purchase decision. To gain a competitive edge in online shopping, it is
necessary to analyse consumer attitudes towards digital assistants. This study emphasises consumer
attitudes towards digital assistants when they shop online.