IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v78y2024ics0969698924000912.html
   My bibliography  Save this article

Deciphering technological contributions of visibility and interactivity to website atmospheric and customer stickiness in AI-driven websites: The pivotal function of online flow state

Author

Listed:
  • Pang, Hua
  • Ruan, Yang
  • Zhang, Kaige

Abstract

The swift expansion of machine learning technology has precipitated the ubiquitous integration of artificial intelligence into daily life, presenting unparalleled avenues for the dissemination of information and the facilitation of interactive communication. Notwithstanding the extensive scholarly exploration into the interactivity of AI-driven websites, there remains a paucity of focus on discerning the contributory elements that enhance website atmospheric and customer stickiness. Anchored in the foundational research across pertinent fields, this inquiry propounds a comprehensive theoretical framework probing the influence of interactivity, customization, connectedness and visibility on the induction of users’ online flow states within AI-driven websites environments, thereby influencing both websites atmospheric and customer stickiness. This research conducts a detailed empirical analysis of data gathered from 758 AI-driven website users through an online survey. Results demonstrate that interactivity, customization, connectedness and visibility could indirectly influence websites atmospheric and customer stickiness via the mediation of online flow state. Moreover, this research identifies that websites atmospheric could significantly trigger customer stickiness. This study endeavors to fulfill the demand for a thorough examination of interactivity, customization, connectedness, visibility and online flow state by discerning possible determinants and fundamental rationales that impact customer stickiness to employ AI-driven websites. These revelations not only enhance the collective understanding of the intricate dynamics between online flow state, websites atmospheric and customer stickiness from a multifaceted perspective but also offer invaluable insights to academicians in this domain. The research sheds light on efficacious strategies to cultivate the adoption of AI-driven websites in a landscape increasingly dominated by AI.

Suggested Citation

  • Pang, Hua & Ruan, Yang & Zhang, Kaige, 2024. "Deciphering technological contributions of visibility and interactivity to website atmospheric and customer stickiness in AI-driven websites: The pivotal function of online flow state," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    • Handle: RePEc:eee:joreco:v:78:y:2024:i:c:s0969698924000912
    DOI: 10.1016/j.jretconser.2024.103795
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698924000912
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2024.103795?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Cambra-Fierro, Jesús & Gao, Lily (Xuehui) & Melero-Polo, Iguácel & Trifu, Andreea, 2021. "How do firms handle variability in customer experience? A dynamic approach to better understanding customer retention," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    2. Xu, Xiao-Yu & Jia, Qing-Dan & Tayyab, Syed Muhammad Usman, 2024. "Exploring the stimulating role of augmented reality features in E-commerce: A three-staged hybrid approach," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    3. Pang, Hua & Zhang, Kaige, 2024. "Determining influence of service quality on user identification, belongingness, and satisfaction on mobile social media: Insight from emotional attachment perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    4. Basu, Rituparna & Paul, Justin & Singh, Kandarp, 2022. "Visual merchandising and store atmospherics: An integrated review and future research directions," Journal of Business Research, Elsevier, vol. 151(C), pages 397-408.
    5. Baabdullah, Abdullah M. & Alalwan, Ali Abdallah & Algharabat, Raed S. & Metri, Bhimaraya & Rana, Nripendra P., 2022. "Virtual agents and flow experience: An empirical examination of AI-powered chatbots," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
    6. Pang, Hua & Ruan, Yang, 2023. "Determining influences of information irrelevance, information overload and communication overload on WeChat discontinuance intention: The moderating role of exhaustion," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    7. Leone, Daniele & Schiavone, Francesco & Appio, Francesco Paolo & Chiao, Benjamin, 2021. "How does artificial intelligence enable and enhance value co-creation in industrial markets? An exploratory case study in the healthcare ecosystem," Journal of Business Research, Elsevier, vol. 129(C), pages 849-859.
    8. Pang, Hua & Ruan, Yang, 2023. "Can information and communication overload influence smartphone app users' social network exhaustion, privacy invasion and discontinuance intention? A cognition-affect-conation approach," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    9. Mian Wang & Jamie Marsden & Ezgi Oguz & Briony Thomas, 2023. "Exploring Sustainable Retail Experiences: Shall We Make It Fashionable?," Sustainability, MDPI, vol. 15(23), pages 1-14, December.
    10. Nisreen Ameen & Ali Tarhini & Alexander Reppel & Amitabh Anand, 2021. "Customer experiences in the age of artificial intelligence," Post-Print halshs-03045430, HAL.
    11. Duc Hoang & Sofia Kousi & Luis F. Martinez & Satish Kumar, 2023. "Revisiting a model of customer engagement cycle: a systematic review," The Service Industries Journal, Taylor & Francis Journals, vol. 43(9-10), pages 579-617, July.
    12. Zhao, Liang & Sun, Zhe & Chen, Si & Gugnani, Ritika & Sahore, Nidhi, 2024. "Social media opinion leaders and information diffusion of crowdfunding projects: Evidence from China," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
    13. Sung, Eunyoung (Christine) & Bae, Sujin & Han, Dai-In Danny & Kwon, Ohbyung, 2021. "Consumer engagement via interactive artificial intelligence and mixed reality," International Journal of Information Management, Elsevier, vol. 60(C).
    14. Lin, Sheng-Wei & Huang, Chia-Ding, 2024. "Hooked on audio! Unveiling the secrets of podcast stickiness through social identity and uses and gratification theories," Technology in Society, Elsevier, vol. 76(C).
    15. Kang, Weiyao & Shao, Bingjia & Du, Shan & Chen, Hongquan & Zhang, Yong, 2024. "How to improve voice assistant evaluations: Understanding the role of attachment with a socio-technical systems perspective," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
    16. Deng, Shichang & Zhang, Jingjing & Lin, Zhengnan & Li, Xiangqian, 2024. "Service staff makes me nervous: Exploring the impact of insecure attachment on AI service preference," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    17. Yin, Chin-Ching & Chiu, Hung-Chang & Hsieh, Yi-Ching & Kuo, Chia-Yu, 2022. "How to retain customers in omnichannel retailing: Considering the roles of brand experience and purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    18. Singh, Pratibha & Sharma, Mahak & Daim, Tugrul, 2024. "Envisaging AR travel revolution for visiting heritage sites: A mixed-method approach," Technology in Society, Elsevier, vol. 76(C).
    19. Soren, Anup Anurag & Chakraborty, Shibashish, 2023. "The formation of habit and word-of-mouth intention of over-the-top platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    20. Pappas, Alec & Fumagalli, Elena & Rouziou, Maria & Bolander, Willy, 2023. "More than Machines: The Role of the Future Retail Salesperson in Enhancing the Customer Experience," Journal of Retailing, Elsevier, vol. 99(4), pages 518-531.
    21. Zhang, Wenyao & Zhang, Wei & Daim, Tugrul U., 2023. "Investigating consumer purchase intention in online social media marketing: A case study of Tiktok," Technology in Society, Elsevier, vol. 74(C).
    22. Gao, Lingling & Bai, Xuesong, 2014. "Online consumer behaviour and its relationship to website atmospheric induced flow: Insights into online travel agencies in China," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 653-665.
    23. Darehshiri, Mahsa & Ghaemi Asl, Mahdi & Babatunde Adekoya, Oluwasegun & Shahzad, Umer, 2022. "Cross-spectral coherence and dynamic connectedness among contactless digital payments and digital communities, enterprise collaboration, and virtual reality firms," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
    24. Lin, Shunzhi & Lin, Jiabao, 2023. "How organizations leverage digital technology to develop customization and enhance customer relationship performance: An empirical investigation," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
    25. Miranda, Sandra & Trigo, Inês & Rodrigues, Ricardo & Duarte, Margarida, 2023. "Addiction to social networking sites: Motivations, flow, and sense of belonging at the root of addiction," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
    26. Liu, Yajun & Zhang, Xiuwu & Shen, Yang, 2024. "Technology-driven carbon reduction: Analyzing the impact of digital technology on China's carbon emission and its mechanism," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
    27. Tsai, Pei-Hsuan, 2024. "Exploring consumer purchase intention in cross-boundary retail alliances with gamified OMO virtual-physical fusion services," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    28. Sansome, Kate & Wilkie, Dean & Conduit, Jodie, 2024. "Beyond information availability: Specifying the dimensions of consumer perceived brand transparency," Journal of Business Research, Elsevier, vol. 170(C).
    29. Wang, Juite & Liu, Y.-L., 2023. "Deep learning-based social media mining for user experience analysis: A case study of smart home products," Technology in Society, Elsevier, vol. 73(C).
    30. Xiaohong Wu & Ivan Ka Wai Lai, 2022. "The use of 360-degree virtual tours to promote mountain walking tourism: stimulus–organism–response model," Information Technology & Tourism, Springer, vol. 24(1), pages 85-107, March.
    31. Rohit, Kumar & Shankar, Amit & Katiyar, Gagan & Mehrotra, Ankit & Alzeiby, Ebtesam Abdullah, 2024. "Consumer engagement in chatbots and voicebots. A multiple-experiment approach in online retailing context," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    32. Bo-Chiuan Su & Li-Wei Wu & Ji-Ping Wu, 2022. "Exploring the Characteristics of YouTubers and Their Influence on Viewers’ Purchase Intention: A Viewers’ Pseudo-Social Interaction Perspective," Sustainability, MDPI, vol. 15(1), pages 1-30, December.
    33. Myles Landers, V. & Esmark Jones, Carol L. & Barney, Christian, 2024. "The social influence of employee groups: Understanding the impact of employee groups on customer intentions through intimidation," Journal of Business Research, Elsevier, vol. 170(C).
    34. Pang, Hua & Qiao, Yuxin & Zhang, Kaige, 2024. "Modeling pathway linking mobile social media intensity to attitude towards electronic word-of-mouth and engagement: The significant role of social trust and perceived homophily," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    35. Laroche, Michel & Li, Rong & Richard, Marie-Odile & Zhou, Mi, 2022. "An investigation into online atmospherics: The effect of animated images on emotions, cognition, and purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Pang, Hua & Qiao, Yuxin & Zhang, Kaige, 2024. "Modeling pathway linking mobile social media intensity to attitude towards electronic word-of-mouth and engagement: The significant role of social trust and perceived homophily," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    2. Wang, Ping & Li, Kunyang & Du, Qinglong & Wang, Jianqiong, 2024. "Customer experience in AI-enabled products: Scale development and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    3. Abou-Foul, Mohamad & Ruiz-Alba, Jose L. & López-Tenorio, Pablo J., 2023. "The impact of artificial intelligence capabilities on servitization: The moderating role of absorptive capacity-A dynamic capabilities perspective," Journal of Business Research, Elsevier, vol. 157(C).
    4. Allal-Chérif, Oihab & Puertas, Rosa & Carracedo, Patricia, 2024. "Intelligent influencer marketing: how AI-powered virtual influencers outperform human influencers," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
    5. Chunlin Yuan & Shuman Wang & Yue Liu, 2023. "AI service impacts on brand image and customer equity: empirical evidence from China," Journal of Brand Management, Palgrave Macmillan, vol. 30(1), pages 61-76, January.
    6. Yuan, Chunlin & Zhang, Chenlei & Wang, Shuman, 2022. "Social anxiety as a moderator in consumer willingness to accept AI assistants based on utilitarian and hedonic values," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    7. Thi Bich Thuy Nguyen & Thi Bich Ngoc Le & Ngoc Tuan Chau, 2023. "How VR Technological Features Prompt Tourists’ Visiting Intention: An Integrated Approach," Sustainability, MDPI, vol. 15(6), pages 1-20, March.
    8. Wang, Siqi & Cheah, Jun-Hwa & Lim, Xin-Jean & Leong, Yee Choy & Choo, Wei Chong, 2022. "Thanks COVID-19, I'll reconsider my purchase: Can fear appeal reduce online shopping cart abandonment?," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    9. Baabdullah, Abdullah M. & Alalwan, Ali Abdallah & Algharabat, Raed S. & Metri, Bhimaraya & Rana, Nripendra P., 2022. "Virtual agents and flow experience: An empirical examination of AI-powered chatbots," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
    10. Raed S. Algharabat & Nripendra P. Rana, 0. "Social Commerce in Emerging Markets and its Impact on Online Community Engagement," Information Systems Frontiers, Springer, vol. 0, pages 1-22.
    11. Abakah, Emmanuel Joel Aikins & Tiwari, Aviral Kumar & Adekoya, Oluwasegun B. & Oteng-Abayie, Eric Fosu, 2023. "An analysis of the time-varying causality and dynamic correlation between green bonds and US gas prices," Technological Forecasting and Social Change, Elsevier, vol. 186(PA).
    12. Zhani, Najlae & Mouri, Nacef & Ahmed, Tariq, 2022. "The role of mobile value and trust as drivers of purchase intentions in m-servicescape," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    13. Zhang, Cong & Pan, Siyu & Zhao, Yanhui, 2024. "More is not always better: Examining the drivers of livestream sales from an information overload perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    14. Hui Zhang & Huanhuan Xiong & Jianxin Xu, 2022. "Dynamic Simulation Research on the Effect of Governance Mechanism on Value Co-Creation of Blockchain Industry Ecosystem," Sustainability, MDPI, vol. 14(12), pages 1-18, June.
    15. Sajid, Muhammed & Zakkariya, K.A. & Suki, Norazah Mohd & Islam, Jamid Ul, 2024. "When going green goes wrong: The effects of greenwashing on brand avoidance and negative word-of-mouth," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    16. Jareño, Francisco & Yousaf, Imran, 2023. "Artificial intelligence-based tokens: Fresh evidence of connectedness with artificial intelligence-based equities," International Review of Financial Analysis, Elsevier, vol. 89(C).
    17. Suen, Hung-Yue & Hung, Kuo-En, 2024. "Revealing the influence of AI and its interfaces on job candidates' honest and deceptive impression management in asynchronous video interviews," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    18. Chen Yang & Jing Hu, 2022. "When do consumers prefer AI-enabled customer service? The interaction effect of brand personality and service provision type on brand attitudes and purchase intentions," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 167-189, March.
    19. Akram, Umair & Ansari, Aisha Rehman & Fu, Guoqun & Junaid, Muhammad, 2020. "Feeling hungry? let's order through mobile! examining the fast food mobile commerce in China," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    20. Hyeon-Cheol Kim & Sumi Kim & Zong-Yi Zhu, 2021. "Does Foreign Language Proficiency Help to Enhance Sustainable Online Brand Community Experiences? Modeling the Predictors of Movie Information Sharing Behavior for Young Chinese Students Staying in Ko," Sustainability, MDPI, vol. 13(11), pages 1-12, May.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:78:y:2024:i:c:s0969698924000912. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.