Abstract
As competition in the retail industry heats up, businesses are increasingly resorting to kinds of artificial intelligence (AI) to differentiate themselves. E-commerce firms are combining technologies such as AI chatbots and augmented reality applications (ARA), which have established themselves as prominent customer service solutions in the practitioner area. However, little is known about consumers’ views and participation with developing technologies when they are implemented in a retail setting. A theory-based study model was developed to elucidate the motivational factors required for effective decision-making in this environment. The proposed model was supported by empirical testing conducted as a field study.
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