PurposeThis study explores features that impact consumers' purchase intention through artificial intelligence (AI), because it is believed that through artificial intelligence, consumers' intention to purchase grows significantly, especially in the retail sector, whereby retailers provide lucrative offers to motivate consumers. The study develops a theoretical framework based on media-richness theory to investigate the role of perceived anthropomorphism toward an intention to purchase products using AI.Design/methodology/approachThe study is based on cross-sectional data through an online survey. The data have been analyzed using PLS-SEM and SPSS PROCESS macro.FindingsThe results show that consumers tend to demand anthropomorphized products to gain a better shopping experience and, therefore, demand features that attract and motivate them to purchase through artificial intelligence via mediating variables, such as perceived animacy and perceived intelligence. Moreover, trust in artificial intelligence moderates the relationship between perceived anthropomorphism and perceived animacy.Originality/valueThe study investigates and concludes with managerial and academic insights into consumer purchase intention through artificial intelligence in the retail and marketing sector.

In recent years, researchers have devoted considerable attention towards understanding how people perceive green/eco-friendly products and their behavioral patterns. In fact, millennials are more concerned with issues like global warming and environmental issues and are increasingly taking into account the impact of their product choices on environment. The present study aims to address whether perceived environmental knowledge translates into action and the role of price fairness and environmental concern between Perceived Environmental Knowledge and Ecologically Conscious Consumer Behavior. Data for that study were obtained through self-administered questionnaire from business school students (192 responses). Partial Least Square Structural Equation Modeling (PLS-SEM) approach was employed to analyze the data. The findings revealed that consumer with high and average environmental concern has increased level of Ecologically Conscious Consumer Behavior compared to consumer with low level of environmental concern. Hence, our study provides critical insights for action to policymakers and corporates for designing their communication strategies for succeeding in the indigenous Indian context.

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PurposeThis study aims to explore employee-customer identification and its consequences in the banking, financial service and insurance (BFSI) sector. We also look at the mediating role of psychological ownership and work orientation (calling) between employee-customer identification and the adaptability of service offerings.Design/methodology/approachIn this study using a sample of 215 frontline employees from the BFSI sector in five Indian cities, the data was analysed using partial least squares structural equation modelling (PLS-SEM) in Smart PLS- 3.2.7 software.FindingsWhen employees consider customers as individuals similar to them, they tend to be more accommodating of customers' diverse needs resulting in adapting the service. The study empirically establishes that psychological ownership and work orientation (calling) mediate the relationship between employee-customer identification and service offering adaptation.Research limitations/implicationsThis kind of identification can remedy the perennial problem of mis-selling in the BFSI context. The new insights gathered from these customer interfaces can be transferred upwards within the organisation to formulate actionable strategies. Hence, when employees feel their work is satisfactory, it leads to improvement in both profit margins as well as asset turnover for high-contact service firms.Originality/valueThe results demonstrate that employees who identify with their customers are more accommodative of customers' diverse needs resulting in adapting the service resulting in improved performance.

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