Publicação
How is Artificial Intelligence and service automation influencing customer experience and customer engagement?
| Resumo: | This study examines the influence of intelligent recommendation systems on Customer Experience within the retail sector by enhancing the conventional Technological Acceptance Model (TAM) to incorporate emotional and dispositional factors, including Optimism and Hedonic Value. As intelligent automation becomes more integrated into digital purchasing environments, it is crucial understand the psychological and experiential responses it provokes to strike a balance between operational efficiency and consumer trust and enjoyment. An organized online survey (n = 300) evaluated essential characteristics, including Perceived Usefulness, Perceived Ease of Use, Attitude Toward AI, and Customer Customer Experience. The resulting model was evaluated through Partial Least Squares Structural Equation Modeling, which revealed that Perceived Usefulness and Attitude Toward AI were the strongest predictors of Customer Experience. Optimism has a substantial impact on perceived usefulness, Perceived Ease of Use, and Attitude Toward AI. In contrast, Personalization and Anxiety associated with intelligent systems did not have a significant effect on Customer Experience in this setting. These findings suggest that both cognitive and emotional aspects are essential for developing AI-driven retail systems that foster engagement and loyalty. This study contributes to the literature by presenting an enhanced TAM framework tailored to intelligent retail technologies, emphasizing practical insights for creating emotionally engaging and user-centric recommendation systems. |
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| Autores principais: | Zanata, Lorena Crepaldi Oliveira |
| Assunto: | Customer Experience Artificial Intelligence Recommendation Systems Customer Engagement Retail SDG 12 - Responsible production and consumption SDG 17 - Partnerships for the goals |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | This study examines the influence of intelligent recommendation systems on Customer Experience within the retail sector by enhancing the conventional Technological Acceptance Model (TAM) to incorporate emotional and dispositional factors, including Optimism and Hedonic Value. As intelligent automation becomes more integrated into digital purchasing environments, it is crucial understand the psychological and experiential responses it provokes to strike a balance between operational efficiency and consumer trust and enjoyment. An organized online survey (n = 300) evaluated essential characteristics, including Perceived Usefulness, Perceived Ease of Use, Attitude Toward AI, and Customer Customer Experience. The resulting model was evaluated through Partial Least Squares Structural Equation Modeling, which revealed that Perceived Usefulness and Attitude Toward AI were the strongest predictors of Customer Experience. Optimism has a substantial impact on perceived usefulness, Perceived Ease of Use, and Attitude Toward AI. In contrast, Personalization and Anxiety associated with intelligent systems did not have a significant effect on Customer Experience in this setting. These findings suggest that both cognitive and emotional aspects are essential for developing AI-driven retail systems that foster engagement and loyalty. This study contributes to the literature by presenting an enhanced TAM framework tailored to intelligent retail technologies, emphasizing practical insights for creating emotionally engaging and user-centric recommendation systems. |
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