期刊
JOURNAL OF RETAILING AND CONSUMER SERVICES
卷 64, 期 -, 页码 -出版社
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2021.102755
关键词
AI; Digital humans; Shopping; Service encounters; Customer experience; Social practice
类别
This research uses practice-informed, ethnographic research to explore the social consequences and opportunities of consumers' interactions with AI digital humans in retail, especially in terms of customer experience and managerial implications.
This paper draws on practice-informed, ethnographic research to develop an understanding of the novel social consequences and opportunities afforded from consumers' interactions with AI digital humans as part of the instore shopping experience. We reveal and interrogate consumers' experiences with AI digital humans in an exploratory study undertaken during the launch phase of an in-store kiosk digital store greeter in a flagship store of a large national technology and appliance chain. Our findings contribute to understanding the social significance of AI in retail on customer experience (CX) and the managerial implications of consumers interactions with AI digital humans are described and discussed.
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