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Exploring the Influence of Intelligent Personal Assistants on Brand Perception and Purchase Intentions Across Generations of Greek Consumers for Technology Products

Author

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  • Georgios FARMAKIS

    (Hellenic Open University)

  • George SPAIS

    (Hellenic Open University)

Abstract

Our study is based on Social Presence Theory and Youn and Cho's (2023) model, investigating how Intelligent Personal Assistants (IPAs) influence consumer behavior. It specifically looks at how the humanized naming of IPAs affects the acceptance of recommendations through parasocial interaction and how these recommendations impact brand evaluation and purchase intentions, moderated by brand generation and credibility. We used an online self-administered questionnaire distributed via Google Forms, with convenience sampling from students at the Hellenic Open University and colleagues. The sample included 307 IPA users who bought technology products. Six of the nine tested hypotheses were supported (p

Suggested Citation

  • Georgios FARMAKIS & George SPAIS, 2025. "Exploring the Influence of Intelligent Personal Assistants on Brand Perception and Purchase Intentions Across Generations of Greek Consumers for Technology Products," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(2), pages 6-30, June.
    • Handle: RePEc:aes:jetimm:v:1:y:2025:i:2:p:6-30
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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