@article{Pal_Provodnikova_2021, title={A new customer channel in the digital transformation: should conversational commerce be included in retailing businesses in India?}, url={https://www.gbis.ch/index.php/gbis/article/view/37}, abstractNote={<p>The purpose of the article is to examine the determinants of consumer behavioural intention (BI) to use<br>conversational agents (WhatsApp, Alexa, etc.) in the retail market in India and develop an extended<br>UTAUT2 model. The outcomes are based on open-ended exploratory questions posted on Linked-In<br>Profile and Upgrade SSBM Students WhatsApp group. This study finds that convenience, efficiency, and<br>anthropomorphism strongly influence BI to use conversational agents (CAs) in purchase and customer<br>service. However, the perceived risks of conversational commerce are significantly high due to the low<br>diffusion of technology in India, with the negative beliefs toward CAs being transparency, lack of trust,<br>security and privacy, limited control, and technical limitation. Overall, integrating the latest security,<br>intelligent QnA, privacy, better control, and removing AI bias will build trust in CAs shopping and<br>service. This paper contributes the necessary knowledge on conversational AI agents for B2X digital<br>transformation strategies in the Indian retail business.</p>}, journal={Global journal of Business and Integral Security}, author={Pal , Deepak and Provodnikova, Anna}, year={2021}, month={Dec.} }