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Direct linkSanjay Krishnapratap Pawar; Swati Amit Vispute – Journal of Marketing for Higher Education, 2024
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…
Descriptors: Foreign Students, Artificial Intelligence, Technology Uses in Education, College Enrollment
