Contents
Title
Exploring the Influence of Intelligent Personal Assistants on Brand Perception and Purchase Intentions Across Generations of Greek Consumers for Technology Products
Author(s)
Georgios FARMAKIS, George SPAIS
Classification JEL
M31, M39.
Abstract
Our study is based on Social Presence Theory and Youn and Cho’s (2023) model, investigating how Intelligent Personal Assistants (IPAs) influence consumer behavior. It specifically looks at how the humanized naming of IPAs affects the acceptance of recommendations through parasocial interaction and how these recommendations impact brand evaluation and purchase intentions, moderated by brand generation and credibility. We used an online self-administered questionnaire distributed via Google Forms, with convenience sampling from students at the Hellenic Open University and colleagues. The sample included 307 IPA users who bought technology products. Six of the nine tested hypotheses were supported (p < 0.05). The Spearman rank correlation test evaluated the relationships between variables, while the polynomial equation provided more profound insights. Box plots identified outliers, and linear regression analysis showed that humanized naming positively affected IPA adherence, with parasocial interaction mediating. Positive IPA interactions also enhance brand evaluation and increase technological product purchase intentions. The discussion highlights theoretical, managerial, and practical implications, along with future research opportunities to explore the impact of AI marketing on consumer behavior.
Keywords
Intelligent Personal Assistants (IPAs), brand evaluation, purchase intentions, generations, technology products, Social Presence Theory.
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