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Consumer engagement via interactive artificial intelligence and mixed reality

Author

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  • Sung, Eunyoung (Christine)
  • Bae, Sujin
  • Han, Dai-In Danny
  • Kwon, Ohbyung

Abstract

The use of immersive technologies has changed the consumption environment in which retailers provide services. We present findings from a study designed to investigate consumer responses toward a $17 million AI-embedded mixed reality (MR) exhibit in a retail/entertainment complex which combines advanced technology entertainment with retail shopping. Findings from our study demonstrate that the quality of AI (i.e., speech recognition and synthesis via machine learning) associated with an augmented object increases MR immersion associated with spatial immersion, MR enjoyment, and consumers’ perceptions of novel experiences. Collectively, these increase consumer engagement, and positively influence behavioral responses—specifically, purchase intentions and intentions to share experiences with social groups. Overall, findings from this study show that interactive AI and MR technology open new avenues to promote consumer engagement.

Suggested Citation

  • 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).
    • Handle: RePEc:eee:ininma:v:60:y:2021:i:c:s026840122100075x
    DOI: 10.1016/j.ijinfomgt.2021.102382
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    Cited by:

    1. Xie, Yuguang & Liang, Changyong & Zhou, Peiyu & Jiang, Li, 2024. "Exploring the influence mechanism of chatbot-expressed humor on service satisfaction in online customer service," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    2. Ransome Epie Bawack & Samuel Fosso Wamba & Kevin Daniel André Carillo & Shahriar Akter, 2022. "Artificial intelligence in E-Commerce: a bibliometric study and literature review," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(1), pages 297-338, March.
    3. Mehmood, Khalid & Kautish, Pradeep & Shah, Tejas R., 2024. "Embracing digital companions: Unveiling customer engagement with anthropomorphic AI service robots in cross-cultural context," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    4. Rahman, Muhammad Sabbir & Bag, Surajit & Hossain, Md Afnan & Abdel Fattah, Fadi Abdel Muniem & Gani, Mohammad Osman & Rana, Nripendra P., 2023. "The new wave of AI-powered luxury brands online shopping experience: The role of digital multisensory cues and customers’ engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    5. Saurabh Gupta & Sadananda Prusty, 2024. "Does consumer empowerment influence e-payment systems adoption? A digital consumer-centric perspective," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(3), pages 1-15, September.
    6. 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.
    7. Diksha Sharma, 2023. "Unveiling Augmented Reality Trends in the Retail Industry: A Systematic and Bibliometric Review," Paradigm, , vol. 27(2), pages 192-210, December.
    8. 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).
    9. Liu, Hua & Ma, Ruili & He, Guangyao & Lamrabet, Abdesslam & Fu, Shaoling, 2023. "The impact of blockchain technology on the online purchase behavior of green agricultural products," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    10. 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).
    11. Eleonora Pantano & Jamie Carlson & Konstantina Spanaki & George Christodoulides, 2024. "Guest editorial: More supportive or more distractive? Investigating the negative effects of technology at the customer interface," Post-Print hal-04478502, HAL.
    12. 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).
    13. Liu, Xiaohui & He, Xiaoyu & Wang, Mengmeng & Shen, Huizhang, 2022. "What influences patients' continuance intention to use AI-powered service robots at hospitals? The role of individual characteristics," Technology in Society, Elsevier, vol. 70(C).
    14. Balakrishnan, Janarthanan & Abed, Salma S. & Jones, Paul, 2022. "The role of meta-UTAUT factors, perceived anthropomorphism, perceived intelligence, and social self-efficacy in chatbot-based services?," Technological Forecasting and Social Change, Elsevier, vol. 180(C).
    15. Xiangdong Shen & Junbin Wang, 2024. "How short video marketing influences purchase intention in social commerce: the role of users’ persona perception, shared values, and individual-level factors," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-13, December.

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