Investigating the moderating role of AI-enabled services on flow and awe experience

AI Meets the Shopper: Psychosocial Factors in Ease of Use and Their Effect on E-Commerce Purchase Intention

The evolution of e-retail and the contribution of artificial intelligence in improving algorithms for greater customer engagement highlight the potential of these technologies to develop e-commerce further, making it more accessible and personalized to meet individual needs. This study aims to explore the psychosocial factors (subjective norms; faith; consciousness; perceived control) that affect AI-enabled ease of use and their impact on purchase intention in online retail. We will also assess the mediating effect of AI-enabled ease of use between psychosocial factors and consumer purchase intention. A quantitative methodology was used, and 1438 responses were collected from Portuguese consumers on e-retail. Structural equation modeling was used for the statistical treatment. The findings indicate that subjective norms do not positively impact AI-enabled ease of use, whereas factors such as faith, consciousness, and perceived control do enhance it. Furthermore, AI-enabled ease of use itself boosts purchase intention. Additionally, the effects of subjective norms, faith, consciousness, and perceived control on purchase intention are significantly enhanced when mediated by AI-enabled ease of use, highlighting the crucial role of usability in shaping consumer purchase behavior. The contribution of this study has been made through the formulation model that provides a systematized perspective about the influencers of purchase intentions and extends the knowledge about the impact of artificial intelligence in e-retail. Furthermore, this study offers insights into the impact of artificial intelligence in e-commerce-artificial intelligence directly affects purchase intentions and plays an important mediator role in the interaction mechanisms between psychosocial factors and purchase intentions.

Decoding Gen Z: AI's influence on brand trust and purchasing behavior

This study focuses on the role of AI in shaping Generation Z's consumer behaviors across fashion, technology, beauty, and education sectors. Analyzing responses from 224 participants, our findings reveal that AI exposure, attitude toward AI, and AI accuracy perception significantly enhance brand trust, which in turn positively impacts purchasing decisions. Notably, flow experience acts as a mediator between brand trust and purchasing decisions. These insights underscore the critical role of AI in developing brand trust and influencing purchasing choices among Generation Z, offering valuable implications for marketers in an increasingly digital landscape.

The Moderation Role of AI-Enabled Service Quality on the Attitude Toward Fitness Apps

Artificial intelligent technology is rapidly transforming the fitness apps landscape by applying data mining technologies within given parameters. These wide-ranging AI-enabled services improve user interface and enhance customers' experience when exercising with the fitness apps. The current study integrated the four antecedents—technological functions, intrinsic information quality, perceived enjoyment, and social connection—to investigate the moderating influence of AI-enabled service quality on users' attitude toward physical activity. PLS-SEM was used to analyze and validate a sample of 170 participants. The findings posited that individuals' attitude toward physical activity is encouraged by the (1) technological functions (2) intrinsic information quality, and (3) perceived enjoyment. Further, the moderating role of AI-enabled service positively influencing the attitude toward physical activity with technological functions was also established.

Defining Transformative Experiences: A Conceptual Analysis

The concept of transformative experience (TE) has been widely explored by several disciplines from philosophy to neurobiology, and in different domains, from the spiritual to the educational one. This attitude has engendered heterogeneous models to explain this phenomenon. However, a consistent and clear understanding of this construct remains elusive. The aim of this work is to provide an initial comprehensive interdisciplinary, cross-domain, up-to-date, and integrated overview on the concept of TEs. Firstly, all the models and theories on TEs were reviewed to extract and analyze TEs’ main components emerging from different disciplines. Then, this preliminary analysis was integrated with an in-depth examination of redundancies and particularities across domains and disciplines, to provide an integrated theoretical framework of TEs and a preliminary interdisciplinary operational definition of TEs. This examination, in turn, can help organize current research and theories, thus providing suggestions for operationalizing TEs as well as encouraging new interdisciplinary research endeavors.