Technological tools, like virtual assistants (aka chatbots), have been ubiquitous in people's day to day. The challenge becomes how educators leverage digital omnipresence to benefit the learning environment. Using a curated chatbot allows educators to reach more students with instructor-approved information, particularly in large classrooms.…

The proliferation and increasing significance of AI-enabled voice assistants (AIVAs) for consumer purchase decisions imply the need for a better understanding of their acceptance in the higher education (HE) enrollment context. Using the Grounded Theory (GT) research method and a consumer value perspective, we examine the enrolment decision-making…