Consumer engagement via interactive artificial intelligence and mixed reality. (October 2021)

• Record Type: Journal Article
• Authors: Sung, Eunyoung (Christine); Bae, Sujin; Han, Dai-In Danny; Kwon, Ohbyung
• Is Part Of: International journal of information management. Volume 60(2021)
• Publication Date: 2021-10
• Subjects: Artificial intelligence -- Mixed reality -- Consumer engagement -- Reality-enhanced technology -- Retail complex; Social sciences -- Information services -- Periodicals; Social sciences -- Research -- Periodicals; Information science -- Periodicals; Management information systems -- Periodicals; Knowledge management -- Periodicals; Sciences sociales -- Documentation, Services de -- Périodiques; Sciences sociales -- Recherche -- Périodiques; Sciences de l'information -- Périodiques; Systèmes d'information de gestion -- Périodiques; Information science; Management information systems; Social sciences -- Information services; Social sciences -- Research; Periodicals; Electronic journals; 025.52068
• DOI: 10.1016/j.ijinfomgt.2021.102382
• Languages: English
• ISSNs: 0268-4012

Abstract

Abstract: The use of immersive technologies has changed the consumption environment in which retailers provide services. We present findings from a study designed to investigate consumer responses toward a $17 million AI-embedded mixed reality (MR) exhibit in a retail/entertainment complex which combines advanced technology entertainment with retail shopping. Findings from our study demonstrate that the quality of AI (i.e., speech recognition and synthesis via machine learning) associated with an augmented object increases MR immersion associated with spatial immersion, MR enjoyment, and consumers' perceptions of novel experiences. Collectively, these increase consumer engagement, and positively influence behavioral responses—specifically, purchase intentions and intentions to share experiences with social groups. Overall, findings from this study show that interactive AI and MR technology open new avenues to promote consumer engagement. Highlights: AI embedded in an augmented object leads to positive consumer experiences. AI quality (i.e., speech recognition and synthesis) positively influences consumer experiences. Immersion, enjoyment, and novel experiences by AI positively influence consumer engagement. Consumer engagement increases unpaid brand endorsement and purchase intentions.