Electronic Resource

Article - Optimization of Consumer Engagement with Artificial Intelligence Elements on Electronic Commerce Platforms Vol. 24, No. 1 Halaman: 7–28

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Artificial intelligence (AI) is reshaping the online shopping experience. However, there is limited information
on consumers’ interaction with AI elements embedded in electronic commerce (e-commerce) platforms and the

behavioral outcomes of such interactions. AI application studies have focused on consumers’ reluctance to use AI-
powered services due to failed machine-human conversations. On the contrary, this study exploits the bright side of

AI applications in e-commerce. It applies the stimuli-organism-response (S-O-R) paradigm to examine the effects of
AI elements on consumer engagement attitudes, beyond purchase intentions, towards e-commerce platforms.
Specifically, it examined the impact of chatbot efficiency, image search functionality, recommendation system
efficiency, and automated after-sales service on consumer engagement. Furthermore, the study examined the
moderating role of consumers’ attention to the social comparison of consumption choices on the relationships
between the AI capability elements and consumer engagement. The partial least square-structural equation modeling
(PLS-SEM) approach was employed in analyzing 464 responses collected via an online survey from consumers of
different e-commerce platforms. The findings indicate that AI capability elements, directly and indirectly, attract
consumers’ observable engagement behaviors. Also, attention to social comparison dampens the positive effects of
chatbot efficiency and automated after-sales service on behavioral engagement. In contrast, it positively moderates
the impact of recommendation system efficiency. The study contributes to academia by introducing consumers’

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

658.872 ASA o

Penerbit

: Journal of Electronic Commerce Research (JECR)., 2023

Deskripsi Fisik

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Bahasa

English

ISBN/ISSN

1526-6133

Klasifikasi

658.872 ASA o

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

Vol. 24, No. 1 Halaman: 7–28

Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

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