Abstract
Consumers' shopping habits have undergone a significant shift in the past decade. Although people still shop in physical stores, they find online shopping to be very convenient because they don't have to physically go to the store. Making choices and evaluating prices against those of competitors' products can be done comfortably and at home. The retail industry's advertising, sales, and delivery channels have changed as a result of the widespread use of the internet. Online retailers are currently spending a lot of money to expand their sales capabilities and handle a wider variety of transactions. Digital assistants are now available to offer customers text-based and voice-driven interfaces that are specifically tailored to their needs. This enables e-retailers to better support their online customers by creating a marketing strategy that will draw in potential customers and turn them into active customers by effectively incentivizing them to make a purchase decision. To gain a competitive edge in online shopping, it is necessary to analyse consumer attitudes towards digital assistants. This study emphasises consumer attitudes towards digital assistants when they shop online.
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