AN EXTENSION TO UTAUT 2 MODEL TO DETERMINE THE ROLE OF AI BASED VOICE ASSISTANT IN ONLINE SHOPPING AMONG WORKING WOMEN

The main objective of the current study was to extend the UTAUT 2 theory (Venkatesh, 2012). In the proposed study, we aimed to moderate the trust factor between behavioral intention and adoption. The further objective of the study was to find out the impact of price value on behavioral intention, performance expectancy on behavioral intention, social influence on behavioral intention, facilitating conditions on behavioral intention, hedonic value on behavioral intention, and ultimately to find out behavioral intention on adoption. The convenience, judgmental & Snowball sampling were used to collect responses from 450 respondent using structured questionnaires. Structural equation model was developed using partial least square method as per the guidelines of (Hair et al, 2019). In the current study, we found that there is an insignificant impact of price value on behavioral intention as the P value is more than 0.05. There is an insignificant impact of social influence on behavioral intention as the P value is more than 0.05. Further, the performance expectancy is also found to have an insignificant impact on behavioral intention. In addition, we found that hedonic value has a positive impact on behavioral intention. There is a significant impact of hedonic value on behavioral intention as the P Value is less than 0.05. Facilitating condition found a significant impact on behavioral intention. Behavioral intention found a positive impact on adoption in online shopping, and trust is a perfect moderator in between behavioral intention and adoption.