CUSTOMER INVOLVEMENT THROUGH DIGITAL ASSITANTS INONLINE SHOPPING

Abstract

Consumer involvement is an internal state of mind that drives a consumer to purchase a product or service, or the value a consumer places on a product or service. It is determined by the degree of involvement of the consumer in the purchase. The decision-making process varies from customer to customer because there are many factors that influence the level of customer involvement. Some consumers might be able to make decisions about purchases quickly based on their knowledge and experience, while other consumers might need more time to gather information and participate in the decision-making process. The degree of involvement reveals how personally significant or interested customers are in using a product and how much knowledge they require to make a choice. For example, when purchasing a matchstick, the consumer does not feel particularly involved. It is due to the product's short lifespan. It becomes depleted once consumed. Customers will be heavily involved in the purchase of long-lasting products such as televisions, laptop computers, and automobiles. Consumers conduct extensive research before purchasing products that require a high level of involvement. This research paper has explained customer involvement through digital assistants in online shopping.