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

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  • 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
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