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dc.contributor.advisorMahroof, Kamran
dc.contributor.advisorRana, Nripendra P.
dc.contributor.advisorWeerakkody, Vishanth J.P.
dc.contributor.authorKronemann, Bianca
dc.date.accessioned2024-01-24T16:54:29Z
dc.date.available2024-01-24T16:54:29Z
dc.date.issued2022
dc.identifier.urihttp://hdl.handle.net/10454/19777
dc.description.abstractArtificial Intelligence (AI) is adopted fast and wide across consumer industries and digital marketing. This new technology has the potential to enhance online customer experience and outcomes of customer experience. However, research relating to the impact of AI is still developing and empirical evidence sparse. Taking a consumercentred approach and by adopting Social Response Theory as theoretical lens, this research addresses an overall research question pertaining to the implications of online customer experience with AI on consumer behaviour. A quantitative research strategy with positivist approach is adopted to gather a large sample (n= 489) of online consumers who have previously interacted with AI-enabled technology. The collected data is analysed statistically utilising Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM). Empirical findings show strong positive effects of anthropomorphism of AI, para-social interaction with AI, and performance expectancy of AI on all three customer experience dimensions of informativeness, entertainment and social presence. Additionally, there is strong statistical support for the positive effect of informativeness and social presence on continued purchase intentions (β= .379 and β= .315), while the effects of entertainment are less strong. The mediating effects of customer experience have been assessed, highlighting social presence as most important mediator. This research contributes to knowledge by extending previous customer experience theory and quantifying the influence of online customer experience with AI on purchase intentions and eWOM. The theoretical insights also translate into direct implications for marketing practice relating to the design, integration, and implementation of more consumer- and outcome-oriented AI applications.en_US
dc.description.sponsorshipFaculty of Management, Law and Social Sciences studentshipen_US
dc.language.isoenen_US
dc.rights<a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/3.0/"><img alt="Creative Commons License" style="border-width:0" src="http://i.creativecommons.org/l/by-nc-nd/3.0/88x31.png" /></a><br />The University of Bradford theses are licenced under a <a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/3.0/">Creative Commons Licence</a>.eng
dc.subjectArtificial Intelligence (AI)en_US
dc.subjectAnthropomorphismen_US
dc.subjectConsumer behaviouren_US
dc.subjectConversational agentsen_US
dc.subjectOnline customer experienceen_US
dc.subjectPara-social interactionen_US
dc.subjectSocial Response Theory (SRT)en_US
dc.subjectDigital marketingen_US
dc.titleThe Impact of AI on Online Customer Experience and Consumer Behaviour. An Empirical Investigation of the Impact of Artificial Intelligence on Online Customer Experience and Consumer Behaviour in a Digital Marketing and Online Retail Contexten_US
dc.type.qualificationleveldoctoralen_US
dc.publisher.institutionUniversity of Bradfordeng
dc.publisher.departmentFaculty of Management, Law and Social Scienceen_US
dc.typeThesiseng
dc.type.qualificationnamePhDen_US
dc.date.awarded2022
refterms.dateFOA2024-01-24T16:54:29Z


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