Linking technology readiness and customer engagement: an AI-enabled voice assistants investigation

Purpose This paper aims to establish and empirically investigate a research model examining the effect of four dimensions of the technology readiness index – optimism, innovativeness, discomfort and insecurity – on customer engagement that further influences purchase intention in the context of online shopping through artificial intelligence voice assistants (AI VAs). Design/methodology/approach Data were collected in India from 429 customers in a self-administered online survey. Data analysis uses the structural equation modelling technique. Findings Technology readiness dimensions, e.g. optimism, innovativeness, discomfort and insecurity, are critical factors driving customer engagement. Customer engagement further results in purchase intention in online shopping through AI VAs. Research limitations/implications This study adds to the literature by understanding how customers’ technology readiness levels drive engagement and purchase intention. However, this study includes customer engagement as a unidimensional construct. Further research can consist of customer engagement as a multidimensional construct. Practical implications The findings offer guidelines for e-retailers to enhance customer engagement that matches their personality traits, thereby strengthening their purchase intention through AI VAs. Originality/value The research contributes to the literature by empirically investigating a research model, revealing optimism, innovativeness, discomfort and insecurity as crucial parameters for customer engagement and purchase intention.