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Keywords: AI assistant
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Journal Articles
Journal of Research in Interactive Marketing 1–18.
Published: 22 December 2025
...-driven recommendation tools for diverse consumer segments. Artificial intelligence Recommender system AI assistant Affordance theory Uses and gratification theory Consumer expertise Serendipity Hong Kong Polytechnic University P0052622 http://dx.doi.org/10.13039/501100004377...
Journal Articles
Journal of Research in Interactive Marketing (2021) 15 (2): 267–294.
Published: 06 May 2021
...Sara H. Hsieh; Crystal T. Lee Purpose Artificially intelligent (AI) assistant-enabled smart speaker not only can provide assistance by navigating the massive amount of product and brand information on the internet but also can facilitate two-way conversations with individuals, thus resembling...
