Abstract
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 language | English |
|---|---|
| Pages (from-to) | 713-735 |
| Number of pages | 23 |
| Journal | International Journal of Retail and Distribution Management |
| Volume | 51 |
| Issue number | 6 |
| DOIs | |
| Publication status | Published - 23 May 2023 |
Keywords
- AI-enabled e-tail
- Awe experience
- Flow
- Online fashion apparel
- Services
- eWOM
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