The online flow and its influence on awe experience: An AI-enabled e-tail service exploration

Abstract

Purpose – The study applied the stimulus–organism–response (S–O–R) framework to investigate the influence of flow elements (e.g. perceived control, concentration and cognitive enjoyment) on artificial intelligence (AI)-enabled e-tail services in evoking awe experience in online fashion apparel context. Design/methodology/approach – Data of 739 active users of online fashion retail shoppers were collected using Amazon Mechanical Turk (MTurk). Partial least square-structural equation modeling was used for analysis. Findings – This study suggested the relevance of AI-enabled services in evoking flow and stimulating the customers’ awe experience in online fashion shopping. Practical implications – The use of AI could help online fashion retailers to improve the experiential elements by using stimuli that evoke feelings of vastness, novelty and mysticism. Originality/value – The study offers insights about the relevance and applicability of AI in enhancing the flow elements and awe experience on online fashion apparel shopping in an emerging economy.