{"title":"时尚行业中人工智能驱动的数字解决方案:基于人工智能的客户服务的混合方法研究","authors":"Ju-Young M. Kang, Dooyoung Choi","doi":"10.1080/17543266.2023.2261019","DOIUrl":null,"url":null,"abstract":"ABSTRACTThe use of AI chatbot applications with social media messengers aims to shape the ‘online to offline' approach to chat-based purchases. Using a sequential mixed-methods approach, we examined customer experiences with and the uses and gratifications of AI chatbots, and the influence of customers' perceptions of service quality in AI-based customer services on favourable customer experiences, brand loyalty and purchase loyalty. Twenty-five online shoppers participated in our qualitative study, which was analysed using a thematic analysis. Subsequently, our quantitative study involving 423 online shoppers employed structural equation modelling. We identified that seeking an instant response, real-time information, fast navigation and transactions and useful advice and suggestions were the uses and gratifications of AI chatbots. Furthermore, customers’ perceptions of empathy and automated responsiveness in AI chatbots were determinants of positive customer experiences with AI-based customer services. Favourable customer experiences with AI chatbots affected brand loyalty, which in turn influenced purchase loyalty.KEYWORDS: Artificial intelligencechatbotsloyaltyservice qualityuses and gratifications Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationFundingThis work was supported by USDA National Institute of Food and Agriculture, Hatch project [HAW03536-H], managed by the College of Tropical Agriculture and Human Resources at the University of Hawai‘i at Manoa [grant number: HAW03536-H].","PeriodicalId":39443,"journal":{"name":"International Journal of Fashion Design, Technology and Education","volume":"11 1","pages":"0"},"PeriodicalIF":1.9000,"publicationDate":"2023-09-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Artificial intelligence-powered digital solutions in the fashion industry: a mixed-methods study on AI-based customer services\",\"authors\":\"Ju-Young M. Kang, Dooyoung Choi\",\"doi\":\"10.1080/17543266.2023.2261019\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"ABSTRACTThe use of AI chatbot applications with social media messengers aims to shape the ‘online to offline' approach to chat-based purchases. Using a sequential mixed-methods approach, we examined customer experiences with and the uses and gratifications of AI chatbots, and the influence of customers' perceptions of service quality in AI-based customer services on favourable customer experiences, brand loyalty and purchase loyalty. Twenty-five online shoppers participated in our qualitative study, which was analysed using a thematic analysis. Subsequently, our quantitative study involving 423 online shoppers employed structural equation modelling. We identified that seeking an instant response, real-time information, fast navigation and transactions and useful advice and suggestions were the uses and gratifications of AI chatbots. Furthermore, customers’ perceptions of empathy and automated responsiveness in AI chatbots were determinants of positive customer experiences with AI-based customer services. Favourable customer experiences with AI chatbots affected brand loyalty, which in turn influenced purchase loyalty.KEYWORDS: Artificial intelligencechatbotsloyaltyservice qualityuses and gratifications Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationFundingThis work was supported by USDA National Institute of Food and Agriculture, Hatch project [HAW03536-H], managed by the College of Tropical Agriculture and Human Resources at the University of Hawai‘i at Manoa [grant number: HAW03536-H].\",\"PeriodicalId\":39443,\"journal\":{\"name\":\"International Journal of Fashion Design, Technology and Education\",\"volume\":\"11 1\",\"pages\":\"0\"},\"PeriodicalIF\":1.9000,\"publicationDate\":\"2023-09-29\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Fashion Design, Technology and Education\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/17543266.2023.2261019\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Fashion Design, Technology and Education","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/17543266.2023.2261019","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
Artificial intelligence-powered digital solutions in the fashion industry: a mixed-methods study on AI-based customer services
ABSTRACTThe use of AI chatbot applications with social media messengers aims to shape the ‘online to offline' approach to chat-based purchases. Using a sequential mixed-methods approach, we examined customer experiences with and the uses and gratifications of AI chatbots, and the influence of customers' perceptions of service quality in AI-based customer services on favourable customer experiences, brand loyalty and purchase loyalty. Twenty-five online shoppers participated in our qualitative study, which was analysed using a thematic analysis. Subsequently, our quantitative study involving 423 online shoppers employed structural equation modelling. We identified that seeking an instant response, real-time information, fast navigation and transactions and useful advice and suggestions were the uses and gratifications of AI chatbots. Furthermore, customers’ perceptions of empathy and automated responsiveness in AI chatbots were determinants of positive customer experiences with AI-based customer services. Favourable customer experiences with AI chatbots affected brand loyalty, which in turn influenced purchase loyalty.KEYWORDS: Artificial intelligencechatbotsloyaltyservice qualityuses and gratifications Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationFundingThis work was supported by USDA National Institute of Food and Agriculture, Hatch project [HAW03536-H], managed by the College of Tropical Agriculture and Human Resources at the University of Hawai‘i at Manoa [grant number: HAW03536-H].