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The impact of Intelligent Virtual Assistants on Buying Behavior

Author

Listed:
  • Mariana Juganaru

    ("Ovidius" University of Constanța, Romania)

  • Daniela Popescu

    (University of Craiova)

  • Sorina Girboveanu

    (University of Craiova)

Abstract

The way in which virtual assistants can influence the marketing paradigm through various uses within the interactive media, present on the web, within eCommerce websites, but also through indirect action, starting from social media, is a very complex and interesting process, which is worth studying. From the perspective of virtual assistants, all consumer buying behavior models are a simplification of reality, since there can be many other sub-models which can be derived from the main ones. The objective pursued within this research has been the presentation of the impact of the use of intelligent virtual assistants on the direct marketing activity of the companies, and the correlation with consumer behavior, especially in terms of the different decision levels and the way in which it is being supported.

Suggested Citation

  • Mariana Juganaru & Daniela Popescu & Sorina Girboveanu, 2023. "The impact of Intelligent Virtual Assistants on Buying Behavior," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 659-667, August.
    • Handle: RePEc:ovi:oviste:v:xxiii:y:2023:i:1:p:659-667
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    More about this item

    Keywords

    virtual assistant; digital marketing; direct marketing; change in buying behavior;
    All these keywords.

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality
    • L21 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Business Objectives of the Firm
    • L22 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Organization and Market Structure
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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