The online flow and its influence on awe experience: an AI-enabled e-tail service exploration

Arpita Khare, Pradeep Kautish, Anshuman Khare

Research output: Contribution to journalJournal Articlepeer-review

13 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)713-735
Number of pages23
JournalInternational Journal of Retail and Distribution Management
Issue number6
Publication statusPublished - 23 May 2023


  • AI-enabled e-tail
  • Awe experience
  • Flow
  • Online fashion apparel
  • Services
  • eWOM


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