{"title":"在线流程及其对敬畏体验的影响:基于人工智能的电子零售服务探索","authors":"A. Khare, Pradeep Kautish, Anshuman Khare","doi":"10.1108/ijrdm-07-2022-0265","DOIUrl":null,"url":null,"abstract":"PurposeThe 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/approachData 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.FindingsThis study suggested the relevance of AI-enabled services in evoking flow and stimulating the customers' awe experience in online fashion shopping.Practical implicationsThe 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/valueThe 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.","PeriodicalId":241946,"journal":{"name":"International Journal of Retail & Distribution Management","volume":"28 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2023-04-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"5","resultStr":"{\"title\":\"The online flow and its influence on awe experience: an AI-enabled e-tail service exploration\",\"authors\":\"A. Khare, Pradeep Kautish, Anshuman Khare\",\"doi\":\"10.1108/ijrdm-07-2022-0265\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"PurposeThe 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/approachData 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.FindingsThis study suggested the relevance of AI-enabled services in evoking flow and stimulating the customers' awe experience in online fashion shopping.Practical implicationsThe 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/valueThe 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.\",\"PeriodicalId\":241946,\"journal\":{\"name\":\"International Journal of Retail & Distribution Management\",\"volume\":\"28 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2023-04-27\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"5\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Retail & Distribution Management\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/ijrdm-07-2022-0265\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Retail & Distribution Management","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/ijrdm-07-2022-0265","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 5
摘要
目的:本研究采用刺激-有机体-反应(S-O-R)框架，探讨心流元素(如感知控制、注意力集中和认知享受)对人工智能(AI)支持的电子零售服务在在线时尚服装情境下唤起敬畏体验的影响。设计/方法/方法使用Amazon Mechanical Turk (MTurk)收集了739名在线时尚零售购物者的活跃用户数据。采用偏最小二乘结构方程模型进行分析。本研究表明，人工智能服务在激发在线时尚购物流程和激发顾客敬畏体验方面具有相关性。实际意义人工智能的使用可以帮助在线时尚零售商通过使用刺激来唤起广阔、新奇和神秘的感觉，从而改善体验元素。独创性/价值本研究提供了人工智能在增强新兴经济体在线时尚服装购物的流量元素和敬畏体验方面的相关性和适用性的见解。
The online flow and its influence on awe experience: an AI-enabled e-tail service exploration
PurposeThe 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/approachData 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.FindingsThis study suggested the relevance of AI-enabled services in evoking flow and stimulating the customers' awe experience in online fashion shopping.Practical implicationsThe 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/valueThe 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.
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