TY - JOUR
T1 - The online flow and its influence on awe experience
T2 - an AI-enabled e-tail service exploration
AU - Khare, Arpita
AU - Kautish, Pradeep
AU - Khare, Anshuman
N1 - Publisher Copyright:
© 2023, Emerald Publishing Limited.
PY - 2023/5/23
Y1 - 2023/5/23
N2 - Purpose: The study applied the stimulus–organism–response (S–O–R) framework to investigate the influence of flow elements (e.g. perceived control, concentration and cognitive enjoyment) on artificial intelligence (AI)-enabled e-tail services in evoking awe experience in online fashion apparel context. Design/methodology/approach: Data of 739 active users of online fashion retail shoppers were collected using Amazon Mechanical Turk (MTurk). Partial least square-structural equation modeling was used for analysis. Findings: This study suggested the relevance of AI-enabled services in evoking flow and stimulating the customers' awe experience in online fashion shopping. Practical implications: The use of AI could help online fashion retailers to improve the experiential elements by using stimuli that evoke feelings of vastness, novelty and mysticism. Originality/value: The study offers insights about the relevance and applicability of AI in enhancing the flow elements and awe experience on online fashion apparel shopping in an emerging economy.
AB - Purpose: The study applied the stimulus–organism–response (S–O–R) framework to investigate the influence of flow elements (e.g. perceived control, concentration and cognitive enjoyment) on artificial intelligence (AI)-enabled e-tail services in evoking awe experience in online fashion apparel context. Design/methodology/approach: Data of 739 active users of online fashion retail shoppers were collected using Amazon Mechanical Turk (MTurk). Partial least square-structural equation modeling was used for analysis. Findings: This study suggested the relevance of AI-enabled services in evoking flow and stimulating the customers' awe experience in online fashion shopping. Practical implications: The use of AI could help online fashion retailers to improve the experiential elements by using stimuli that evoke feelings of vastness, novelty and mysticism. Originality/value: The study offers insights about the relevance and applicability of AI in enhancing the flow elements and awe experience on online fashion apparel shopping in an emerging economy.
KW - AI-enabled e-tail
KW - Awe experience
KW - eWOM
KW - Flow
KW - Online fashion apparel
KW - Services
UR - http://www.scopus.com/inward/record.url?scp=85153630312&partnerID=8YFLogxK
U2 - 10.1108/IJRDM-07-2022-0265
DO - 10.1108/IJRDM-07-2022-0265
M3 - Journal Article
AN - SCOPUS:85153630312
SN - 0959-0552
VL - 51
SP - 713
EP - 735
JO - International Journal of Retail and Distribution Management
JF - International Journal of Retail and Distribution Management
IS - 6
ER -