Digital Assistants in Online Retail Shopping: Enhancing Customer Experience

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)-t