Convergence of online flow and AI-enabled services: the impact on awe experience in e-tail customer journeys

This study investigates how control, concentration, and enjoyment impact customers' awe experience in e-tailing, and examines how AI-enabled services may alter online flow dynamics. The research employed cutting-edge data collection techniques using an AI-driven platform developed by an Indian online survey firm. Participants were recruited via Amazon Mechanical Turk and snowball sampling. Variables were measured using a Likert-type scale, with survey credibility and validity ensured through rigorous measures, including feedback collection and analysis. Through a novel research model and the 'broaden-and-build theory,' the study reveals that customers' awe experience can be significantly influenced by control and concentration. Surprisingly, AI-powered e-retail services negatively affected two flow dimensions and subsequent awe experience. However, customers' awe experience positively correlated with AI service quality, indicating emotions' criticality. These findings provide new insights for future research and e-tailers to design effective marketing strategies enhancing customer journeys. The study underscores the importance of fashion retailers embracing AI technology to meet dynamic customer expectations, yielding enhanced efficiency and cost-effectiveness through process automation and waste minimization. By integrating AI, the industry undergoes a significant transformation, effectively redefining the shopping experience.