“Alexafying” shoppers: The examination of Amazon's captive relationship strategy

The virtual assistants' market is drastically growing and is expected to reach $2.1 billion by 2020. Nonetheless, the quick expansion and high penetration of e-retailers’ AI ecosystem into the shopper's journey is still under-researched in the extant literature. Amazon's Alexa in particular has been fast proliferating into the customer's journey, favoring the development of captive audiences given this new ambient environment. Through a mixed...