Page 35 - IIMV Newsletter_30 May 2024

RESEARCH @ IIMV

Consumer engagement in chatbots and voicebots. A

multiple-experiment approach in online retailing
context

Rohit Kumar., Amit Shankar., Katiyar G., Mehrotra A., Alzeiby
E.A.
Published in the Journal of Retailing and Consumer Services (ABDC-A)

The significant advancements in virtual assistant (VA) technology
have fundamentally transformed customer interactions in online
retail. Using the underpinnings of Media Richness Theory (MRT), the
study investigates the nuanced impacts of VA interfaces on consumer
engagement in online retailing. Employing a between-subject
experimental design with 477 V A users, the research examines the

influence of voicebots versus chatbots, diverse product types, and
localization levels on cognitive, affective, and activation engagement
dimensions. The study’s findings suggest that voice assistants are
more effective in enhancing cognitive and affective engagement in
the case of experiential products. Furthermore, the study highlights
that localization significantly moderates the relationship between
VA type and user engagement, emphasizing the need for tailored VA
interfaces to linguistic and cultural preferences for diverse markets.
These insights underscore the importance of strategic VA selection

aligned with product characteristics and localization for optimizing
user engagement in online retail. The study offers actionable insights
for retailers to enhance customer interactions and engagement
through tailored VA strategies, potentially leading to improved
conversion rates and customer satisfaction. Click here for the paper.

Should I invest or not? Investigating the role of biases
and status quo

Vasanthi Mamidala,: Pooja Kumari, Singh D.
Published in the Qualitative Research in Financial Markets (ABDC-B)

The purpose of this study is to examine the behaviour of retail investors
while making an investment decision and how it gets affected by the
behavioural biases of the investors using a moderated-mediation

framework. Design/methodology/approach: A mixed method approach
has been used to fulfil the objectives of the study. In the first study,
a qualitative analysis of the interviews with 15 retail investors was
conducted. As part of the quantitative study, a total of 201 responses
from Indian retail investors were collected using systematic sampling
and analysed using structural equation modelling and Process Macro.

32 VOL.5/ ISSUE 2, JAN-APRIL 2024