The impact of artificial intelligence stimuli on customer engagement and value co-creation: the moderating role of customer ability readiness

Gao, Li; Li, Gang; Tsai, Fu-Sheng; Gao, Chen; Zhu, Mengjiao; Qu, Xiaopian

doi:10.1108/jrim-10-2021-0260

Cited by 46 publications

(36 citation statements)

References 52 publications

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“…Since uploaders and viewers are the consumers of short-video platforms, their interaction can be seen as the co-creation of consumer value. From the perspective of consumer psychology, consumers can perceive a sense of efficacy of psychological ownership, self-identity, and spatial demand in the process of value co-creation, which can enhance consumers’ loyalty to the brand under the effect of consumer engagement ( Gao et al, 2022 ).…”

Section: Introductionmentioning

confidence: 99%

The impact of value co-creation on consumer citizenship behavior: Based on consumer perspective

et al. 2023

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This research investigated the value co-creation behaviors in livestreaming platforms and the internal mechanism of perceived value on consumer value co-creation behavior on the short-video platform TikTok. This research selected the Tiktok platform as the research object, and uses structural equation model to analyze consumer data. The results indicated that consumer-perceived value mediates the relationship between consumer engagement and citizenship behaviors. In addition, short-video platforms exhibit significant community attributes, and interactive behavior forms the primary part of consumer engagement that enhances the perceived value. Consumers join short-video platforms to look for communities that interest them. Consumers’ responses generate the perceived value. Thus, it enhances consumers’ intentions to continue using a particular service, which then increases the likelihood of citizenship behavior. This study also found that consumers’ creative behavior in short-video platforms embodies social and functional values. This suggested that consumers of livestreaming and short-video platforms such as TikTok tend to seek social recognition by sharing their opinions or daily lives. The examination of the mediating role of perceived value on the relationship between consumer engagement behavior and citizenship behavior revealed that perceived value significantly mediated the relationship between consumer engagement behavior and citizenship behavior. This provided evidence of the fact that consumers usually actively participate on the platform by uploading content and sharing their creations, with the motivation to generate significant social impact and gain the recognition of others. Firstly, TikTok’s consumers deeply engage on platforms in which their cognitive messages are integrated into the platform through interacting with others, browsing, and creating short videos. Secondly, TikTok provides a channel with high level of interactivity that facilitates social interaction among strangers. Video uploaders and fans develop positive interactive relationships. Thirdly, TikTok viewers may become video providers at some point; the act of co-creation creates economic value for the platform and generates emotional, functional, and social values for its consumers.

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Section: Introductionmentioning

confidence: 99%

The impact of value co-creation on consumer citizenship behavior: Based on consumer perspective

et al. 2023

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“…Similarly, Bag et al (2022) confirmed that deploying AI-based technologies positively impacts user engagement and conversion. Additionally, Gao et al (2022) demonstrated a positive relationship between the perceived interactivity of AI (i.e. intelligent service robots) and value co-creation through user engagement.…”

Section: Literature Reviewmentioning

confidence: 96%

“…AI-based systems are increasingly used in hotels to create a better service experience. Deployment of AI-based technologies may indeed lead hotels to generate a high degree of consumer engagement (Gao et al , 2022). For instance, Hollebeek et al (2021) proposed that interactions with autonomous decision-making systems (i.e.…”

Section: Literature Reviewmentioning

confidence: 99%

Tips and trips: a structural model of guests’ intentions to stay and tip for AI-based services in hotels

Morosan,

Dursun-Cengizci

2023

JHTT

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Purpose Given the rapid development in artificial intelligence (AI), the hotel industry is deploying AI-based systems. In line with this important development, this study aims to examine the impact of trust in the hotel and AI-related performance ambiguity on consumers’ engagement with AI-based systems. This study ultimately examined the impact of engagement on consumers’ intentions to stay in hotels offering such systems, and intentions to tip. Design/methodology/approach This study developed a conceptual model based on the social cognition theory. The study used an online survey methodology and collected data from a nationwide sample of 400 hotel consumers from the USA. The data analysis was conducted with structural equation modeling. Findings Consumers’ engagement is strongly influenced by their trust in the hotel but not by performance ambiguity associated with AI. In turn, engagement strongly influenced consumers’ intentions to stay in hotels that have such systems and their intentions to tip. Originality/value As AI systems capable of making decisions for consumers are becoming increasingly present in hotels, little is known about the way consumers engage with such systems and whether their engagement leads to economic impact. This is the first study that validated a model that explains intentions to stay and tip for services facilitated by autonomous AI-based systems that can make decisions for consumers.

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“…Second, in contrast to prior recent research that treated CE in the context of the services as a single construct (Gao et al, 2022;Li and Wei, 2021;Yen et al, 2020). Our study considered the different dimensions of the CE (absorptive attention, enthusiastic participation and social connection) taking the conceptualization of CE by Chen et al(2022) in their study concerning channel integration quality of omnichannel retailers.…”

Section: Theoretical Contributionsmentioning

confidence: 99%

Does integrated store service quality turn omnichannel shoppers into price-insensitive, cross-category purchasers, and loyal webroomers? Moderating role of perceived relationship investment and alternative retailer attractiveness

Natarajan,

Veera Raghavan

2023

IJQSS

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Purpose Building on stimulus organism response theory, this study aims to examine the influence of Integrated store service quality (ISSQ) on omnichannel shoppers’ attachment to the integrated store with the mediating role of omnichannel customer engagement (CE) dimensions (absorptive attention, enthusiastic participation and social connection). This research demonstrates the effect of customers’ attachment to the integrated store on the willingness to pay more for omnichannel services and products of the retailer, their cross-buying behaviors in future purchases and loyal webrooming intentions. The moderating role of perceived relationship investment and alternative retailer attractiveness (ARA) in a few proposed relationships was also tested. Design/methodology/approach The research is descriptive, quantitative and cross-sectional investigation. A purposive sampling technique was used for selecting the study respondents. The data was collected from n = 589 Indian omnichannel shoppers who have experience shopping in the brick and mortar store of channel-integrated stores using a validated self-administered questionnaire. The proposed conceptual model was tested using PLS-SEM. Findings The results indicate that omnichannel CE dimensions (absorptive attention, enthusiastic participation and social connection) positively mediate the relationship between ISSQ and customer attachment to the store. Customer attachment to the store significantly impacts their willingness to pay more, cross-buying behaviors and loyal webrooming intentions. The moderating effect of the customer-perceived relationship investment and ARA revealed that it significantly impacted the relationship between ISSQ and willingness to pay more, cross-buying behaviors and loyal webrooming intentions. This research also demonstrated the direct impact of ISSQ on willingness to pay more, cross-buying behaviors, loyal webrooming intentions and the indirect impact through different CE dimensions and attachment with the store. Research limitations/implications The study is conducted in the Indian population, where omnichannel retailing is still nascent. Originality/value This study addresses the need to investigate the impact of CE and their attachment to stores driven by the in-store service quality of integrated stores on the various postpurchase consumer behaviors. To the best of the authors’ knowledge, this study is the first to show that ISSQ might affect their willingness to pay more, cross-buying behaviors and loyal webrooming intentions through different CE dimensions and their attachment to the store. The moderating effect of customer-perceived ARA and their perception of retailers’ investment in a relationship on proposed hypotheses was also tested.

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The impact of artificial intelligence stimuli on customer engagement and value co-creation: the moderating role of customer ability readiness

Cited by 46 publications

References 52 publications

The impact of value co-creation on consumer citizenship behavior: Based on consumer perspective

The impact of value co-creation on consumer citizenship behavior: Based on consumer perspective

Tips and trips: a structural model of guests’ intentions to stay and tip for AI-based services in hotels

Does integrated store service quality turn omnichannel shoppers into price-insensitive, cross-category purchasers, and loyal webroomers? Moderating role of perceived relationship investment and alternative retailer attractiveness

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