AI-enables product purchase on Amazon: what are the consumers saying?

Abstract

Purpose This study aims to identify the product attributes that influence customer satisfaction related to AI-enabled products with a strong forecast of growth. This study is very timely as the market for AI-based smart home products is still at a nascent stage in emerging economies (Vaishali Dar, 2021). Adding evidence to literature on the experience of customers, identifying the attributes that lead to customer satisfaction and those that lead to dissatisfaction are essential for products that were launched recently during the pandemic. This study makes valuable addition to the existing literature. Design/methodology/approach Online reviews (12,326 reviews) for EchoDot products launched by Amazon India during the pandemic were collected for the study. The attributes were identified based on the most frequently discussed attributes in the text reviews. Further review valence was determined to group the reviews under positive reviews indicating customer satisfaction and negative reviews indicating customer dissatisfaction. Logistic regression was used to identify the attributes that significantly impact customer satisfaction/dissatisfaction. Findings The results of the study indicate that while EchoDot is seen to add value to the smart home environment (home variable), video (video variable) and speaker (speaker variable) quality also contribute to customer satisfaction. Further, consumers found the product truly worth their money (value for money variable). Other attributes like a complaint about Bluetooth features are seen to increase the probability of customer dissatisfaction. Originality/value This study identifies the most important attributes that influence customer satisfaction in AI-enabled product sales on e-commerce platforms in pandemic times for India. Such studies are scarce in the emerging markets where the AI-based home appliance market is still in its nascent stage, and the customers are trying out their experiences with these products. What the customers expect and are these products fulfill these expectations is an important question that needs to be addressed by research. This study addresses this gap and adds to this literature.