Impact of Digital Assistant Attributes on Millennials' Purchasing Intentions: A Multi-Group Analysis using PLS-SEM,...

Area of Science:

• Marketing
• Consumer Behavior
• Artificial Intelligence

Background:

• Millennial consumers increasingly use digital assistants (DA) for online purchases.
• Understanding DA's influence on purchasing intention (PUI) is crucial for marketers.

Purpose of the Study:

• To evaluate the impact of digital assistant attributes on millennial purchasing intention (PUI).
• To explore the moderating role of gender in the relationship between DA attributes and PUI.

Main Methods:

• Utilized a combined approach of Partial Least Squares Structural Equation Modeling (PLS-SEM), Artificial Neural Network (ANN), and Fuzzy-set Qualitative Comparative Analysis (fsQCA).
• Analyzed data from 345 millennial participants.
• Employed multi-group analysis to assess gender's influence.

Main Results:

• DA attributes significantly amplify millennial purchasing intention (PUI).
• Perceived interactivity and anthropomorphism are key drivers of PUI.
• Gender moderates the relationship between perceived interactivity and PUI.

Conclusions:

• Digital assistants offer a powerful channel to enhance millennial purchasing intention.
• Marketers can leverage DA attributes like interactivity and anthropomorphism for effective engagement.
• Considering gender differences is important for optimizing DA strategies.