Anthropomorphic generative AI chatbots for enhancing customer engagement, experience and recommendation
Journal of Consumer Marketing,
Год журнала:
2025,
Номер
unknown
Опубликована: Янв. 31, 2025
Purpose
This
research
focuses
on
developing
and
testing
a
conceptual
model
that
explores
customer
behavioural
responses
(engagement,
experience
recommendation)
towards
generative
artificial
intelligence
(AI)-enabled
chatbots.
It
highlights
the
significant
influence
of
anthropomorphic
characteristics
in
enhancing
perceptions
competence
warmth,
further
perceived
authenticity.
In
addition,
this
study
aims
to
investigate
how
need
for
social
interactions
moderates
these
relationships.
Design/methodology/approach
used
self-administered
questionnaire
distributed
Prolific
Academic
gather
data
from
282
eligible
participants
worldwide.
uses
structural
equation
modelling
approach
answer
questions.
Findings
The
findings
reveal
AI-enabled
chatbots
are
positively
associated
with
competence.
Moreover,
show
warmth
significantly
Furthermore,
results
highlight
authenticity
is
engagement,
recommendation.
Finally,
illustrate
impact
moderated
by
interaction.
Originality/value
enriches
AI
literature
guides
organizations
understanding
consumer
leveraging
contributes
response
theory
as
investigates
user
intentions
influenced
their
level
characteristics.
Язык: Английский
Metaverse adoption and its implications for entrepreneurial innovation management: the influence of Gen Z’s perception of innovation, privacy and trust
European Journal of Innovation Management,
Год журнала:
2025,
Номер
unknown
Опубликована: Фев. 5, 2025
Purpose
This
study
investigates
Generation
Z’s
perceptions
of
entrepreneurial
innovation
through
the
Metaverse,
including
user
privacy
and
trust,
their
impact
on
acceptance
Metaverse
technology.
Design/methodology/approach
Using
a
quantitative
approach
to
examine
relationships
between
targeted
factors,
this
employs
structural
equation
modeling
(SEM)
based
technology
model
extended
with
variables
related
privacy,
trust
product
innovation.
The
data
were
collected
survey
distributed
representative
sample
Gen
Z
individuals.
Findings
results
reveal
that
perception
positively
influences
attitudes
toward
using
behavioral
intention
use
it.
However,
while
risk
is
found
significantly
influence
it
does
not
affect
or
Metaverse.
Practical
implications
provide
useful
insights
for
enterprises,
raising
considerations
maximize
innovative
potential
in
current
business
ecosystem.
understanding
can
help
enterprises
better
adapt
management
practices
so
as
effectively
engage
demographic,
ensuring
successful
adoption
technologies.
Originality/value
among
first
empirical
investigations
which
an
emerging
increasingly
important
area.
Язык: Английский
Consumption of digital virtual fashion goods in metaverse
Journal of Global Fashion Marketing,
Год журнала:
2025,
Номер
unknown, С. 1 - 16
Опубликована: Фев. 13, 2025
Язык: Английский
Are we human or are we voice assistants? Revealing the interplay between anthropomorphism and consumer concerns
Journal of Marketing Management,
Год журнала:
2025,
Номер
unknown, С. 1 - 36
Опубликована: Март 6, 2025
This
paper
explores
consumer
concerns
about
using
Voice
Assistants
(VAs)
as
anthropomorphised
branded
products.
The
study
focuses
on
the
negative
side
of
anthropomorphism,
a
currently
under-investigated
topic
in
marketing
literature.
A
qualitative
methodological
approach
was
adopted
by
conducting
face-to-face
interviews
with
25
VAs'
users.
Findings
reveal
consumers'
intimate
and
emotional
due
to
increasing
humanisation
VAs.
We
isolated
four
main
topics
related
alienation
loss
contact
real
world,
excessive
VAs
reliance
human
atrophy,
difficulties
overcoming
painful
situations
replication
absences,
persuasion
destabilisation
caused
voice.
originally
contributes
academic
debate
dark
sides
anthropomorphism
human-like
VAs,
also
offering
relevant
managerial
implications.
Язык: Английский
From shelves to screens: redefining packaging strategies in the metaverse
European Journal of Innovation Management,
Год журнала:
2025,
Номер
unknown
Опубликована: Апрель 16, 2025
Purpose
This
research
explores
the
evolving
role
of
brand
packaging
within
Metaverse,
examining
how
digital
and
augmented
realities
reshape
design,
consumer
interaction,
strategy,
operations
management.
Design/methodology/approach
The
study
employs
a
two-stage
mixed-method
approach.
In
first
stage,
three
focus
group
discussions
were
conducted
with
different
audiences
–
experts,
students,
gamers
to
gather
qualitative
insights.
These
insights
informed
second
quantitative
discrete
choice
experiment
(DCE)
designed
identify
key
factors
preferences
regarding
in
Metaverse.
Findings
findings
highlight
significance
interactivity
immersive
unboxing
experiences
Metaverse
strategies.
While
there
is
notable
interest
integrating
virtual
physical
through
reality
product
redemption,
elements
such
as
high
graphic
quality
accurate
twins
are
less
prioritized.
Additionally,
sustainability
seen
critical
concern
environments
compared
contexts.
Originality/value
offers
novel
perspective
on
future
by
It
provides
strategic
framework
for
managers
navigate
this
emerging
ecosystem,
revealing
unique
opportunities
challenges
associated
packaging.
Язык: Английский
Exploring the Impact of Perceived Usefulness and Enjoyment to Enhance Intention to Use and Satisfaction among Metaverse Travellers
Journal of Ecohumanism,
Год журнала:
2024,
Номер
3(8)
Опубликована: Дек. 9, 2024
Orientation:
This
study
explored
metaverse
travelers
focusing
on
the
platform
of
Worderverse
Indonesia
to
enhance
intention
use
and
satisfaction.
Purpose
study:
First,
this
verifies
influence
travellers’
perceived
usefulness
travellers'
Moreover,
it
investigates
impact
enjoyment
Finally,
framework
explores
Research
approach/design
method:
Employing
a
simple
random
sampling
method,
sample
includes
183
travellers
who
Wondersverse
Indonesia.
analysed
data
employing
confirmatory
factor
analysis
structural
equation
modelling
via
Amos
program.
Main
Findings:
The
results
showed
that
positively
significantly
impacts
Similarly,
substantially
affects
travelers’s
metarverse
Practical/managerial
implications:
research
findings
afford
significant
understandings
into
management
implications
for
enhancing
platforms
like
Язык: Английский