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As competition intensifies in the retail industry organizations are increasingly turning to forms of artificial intelligence as a means of differentiation. E-commerce companies are moving towards integrating technologies such as chatbots and augmented reality interactive technology which have proved to be popular solutions to customer service in the practitioner domain. However, little is known about consumers’ attitude and engagement with these emerging technologies when used in a retail environment. A theory-based research model which was designed to uncover the motivational mechanisms needed to provide engagement and effective decision-making processes in this context. Empirical testing conducted with a field study supported the proposed model.
Moriuchi et al. (Mon,) studied this question.