The online flow and its influence on awe experience: an AI-enabled e-tail service exploration
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 27 April 2023
Issue publication date: 23 May 2023
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.
Keywords
Citation
Khare, A., Kautish, P. and Khare, A. (2023), "The online flow and its influence on awe experience: an AI-enabled e-tail service exploration", International Journal of Retail & Distribution Management, Vol. 51 No. 6, pp. 713-735. https://doi.org/10.1108/IJRDM-07-2022-0265
Publisher
:Emerald Publishing Limited
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