The impact of artificial intelligence stimuli on customer engagement and value co-creation: the moderating role of customer ability readiness

Abstract

Purpose

This article analyzes the effects of artificial intelligence (AI) stimuli on customer engagement as well as on value co-creation. The moderating role played by customer ability readiness is also examined.

Design/methodology/approach

Total 426 questioners are collected from the customers who consumed intelligent service robot.

Findings

First, the perceived interactivity (PI) of AI stimuli have a significant positive impact on value co-creation; second, customer engagement plays a mediating effect on the relationship between PI and value co-creation; finally, customer ability readiness has a positive moderating effect on the relationship between AI stimuli, customer engagement and value co-creation.

Research limitations/implications

Firstly, the method of questionnaire survey has certain limitations, In future research, more advanced survey methods (such as social perception calculations) can be used to make survey samples more comprehensive and analysis results more accurate. Secondly, the paper used a single-dimensional test for the two variables of customer engagement and value co-creation. Future research should divide the dimensions of customer engagement and value co-creation into more specific way. Finally, this study lacks research on the regulatory effect of customer ability readiness and further division of customer readiness.

Practical implications

First, this paper uses the arousal theory to participate in marketing theory and value co-creation theory, which is the cross and fusion of theory, and also the enrichment and expansion of the existing theoretical research, with a certain theoretical innovation. Second, based on previous research, this research developed and designed a measurement scale for AI stimuli. Finally, through empirical research, it is found that the perceived personalization of AI stimuli does not have a significant direct effect on value co-creation, which is a new views and insight.

Social implications

First, when using intelligent customer service robots, companies should pay attention to improving the PI and personalization of intelligent customer service robots. Second, companies should attach importance to the development environment of customer engagement, proactively and effectively identify customer needs. Finally, companies should provide customers with a good support atmosphere, publicize and explain in advance the use of intelligent customer service robots to increase their confidence.

Originality/value

The study develops a scale of AI stimuli and is among the first to integrate and examine the inter-relationships between customer engagement, customer ability, and value co-creation from the increasingly important phenomenological perspective of AI.

Citation

Gao, L., Li, G., Tsai, F., Gao, C., Zhu, M. and Qu, X. (2023), "The impact of artificial intelligence stimuli on customer engagement and value co-creation: the moderating role of customer ability readiness", Journal of Research in Interactive Marketing, Vol. 17 No. 2, pp. 317-333. https://doi.org/10.1108/JRIM-10-2021-0260