The relationship betwee AI stimuli and customer stickness, and the roles of social presence and customer traits

IF 9.6 2区管理学 Q1 BUSINESS

Journal of Research in Interactive Marketing Pub Date : 2023-09-07 DOI:10.1108/jrim-07-2022-0222

Gang Li, Zhihuang Zhao, Lan Li, Yuanbo Li, Mengjiao Zhu, Yongxin Jiao

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引用次数: 0

Abstract

PurposeThis study investigates the influence of artificial intelligence (AI) stimuli on customer stickiness (CS), the mediation effects of social presence (SP) and the moderating impacts of customer traits in this influencing process.Design/methodology/approachDrawing on the arousal theory and social response theory, a conceptual model was established and tested by a data set of 268 customers in the catering industry.FindingsThe results indicate that AI stimuli, such as perceived personalization and perceived interactivity, positively affect CS. SP partially mediates the influence of AI stimuli on CS. Customer traits such as customers' need for interaction (NFI) and novelty seeking (NS) actively moderate the mediating effects of SP.Originality/valueThis study advances the interactive marketing literature from three aspects. Firstly, instead of focusing on the functional aspects of AI stimuli, it extends our understanding of AI-enabled interactive marketing by examining the effects of social and emotional aspects of AI stimuli on customer response. Secondly, it extends our understanding of social response by illuminating the mediating effects of SP between AI stimuli and CS. Finally, it provides new insights and empirical evidence for the research focus on customer traits in AI-enabled interactive marketing.

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人工智能刺激与顾客黏性的关系，以及社交在场和顾客特质的作用

目的研究人工智能（AI）刺激对客户粘性（CS）的影响、社交存在的中介作用以及客户特征在这一影响过程中的调节作用。设计/方法论/方法借鉴唤醒理论和社会反应理论，建立了一个概念模型，并通过268名餐饮业顾客的数据集进行了测试。研究结果表明，人工智能刺激，如感知的个性化和感知的互动性，对CS有积极影响。SP部分介导AI刺激对CS的影响。顾客的互动需求（NFI）和新奇感（NS）等顾客特征积极调节SP.Originality/value的中介作用。本研究从三个方面对互动营销文献进行了改进。首先，它没有关注人工智能刺激的功能方面，而是通过研究人工智能刺激对客户反应的社会和情感方面的影响，扩展了我们对人工智能交互式营销的理解。其次，通过阐明SP在人工智能刺激和CS之间的中介作用，扩展了我们对社会反应的理解。最后，它为关注人工智能互动营销中的客户特征提供了新的见解和经验证据。

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来源期刊

Journal of Research in Interactive Marketing BUSINESS-

CiteScore

17.80

自引率

17.10%

发文量

期刊介绍： The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management. ISSN: 2040-7122 eISSN: 2040-7122 With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.