文献类型：期刊文献

英文题名：The relationship between AI stimuli and customer stickiness, and the roles of social presence and customer traits

作者：Li, Gang[1];Zhao, Zhihuang[1];Li, Lan[2];Li, Yuanbo[1];Zhu, Mengjiao[1];Jiao, Yongxin[2,3]

第一作者：Li, Gang

通讯作者：Li, L[1]

机构：[1]North China Univ Water Resources & Elect Power, Sch Management & Econ, Zhengzhou, Peoples R China;[2]Henan Univ Econ & Law, Sch Business Adm, Zhengzhou, Peoples R China;[3]Zhongyuan Inst Sci & Technol, Dept Econ & Management, Zhengzhou, Peoples R China

第一机构：North China Univ Water Resources & Elect Power, Sch Management & Econ, Zhengzhou, Peoples R China

通讯机构：[1]corresponding author), Henan Univ Econ & Law, Sch Business Adm, Zhengzhou, Peoples R China.|[104843]河南财经政法大学工商管理学院;[10484]河南财经政法大学;

年份：2024

卷号：18

期号：1

起止页码：38-53

外文期刊名：JOURNAL OF RESEARCH IN INTERACTIVE MARKETING

收录：;Scopus(收录号：2-s2.0-85170566821);WOS:【SSCI(收录号:WOS:001195420600001)】；

基金：The study was supported by the Henan University Philosophy and Social Science Innovation Team Funding Project (2019-CXTD-12 and 2024-CXTD-10) and 2023 Henan University Philosophy and Social Science Application Research Major Project (2023-YYZD-01).

语种：英文

外文关键词：AI stimuli; Social presence; Customer stickiness; Need for interaction; Novelty seeking

摘要：Purpose - This study investigates the influence of artificial intelligence (AI) stimuli on customer stickiness (CS), the mediation effects of social presence (SP) and the moderating impacts of customer traits in this influencing process. Design/methodology/approach - Drawing on the arousal theory and social response theory, a conceptual model was established and tested by a data set of 268 customers in the catering industry. Findings - The results indicate that AI stimuli, such as perceived personalization and perceived interactivity, positively affect CS. SP partially mediates the influence of AI stimuli on CS. Customer traits such as customers' need for interaction (NFI) and novelty seeking (NS) actively moderate the mediating effects of SP. Originality/value - This study advances the interactive marketing literature from three aspects. Firstly, instead of focusing on the functional aspects of AI stimuli, it extends our understanding of AI-enabled interactive marketing by examining the effects of social and emotional aspects of AI stimuli on customer response. Secondly, it extends our understanding of social response by illuminating the mediating effects of SP between AI stimuli and CS. Finally, it provides new insights and empirical evidence for the research focus on customer traits in AI-enabled interactive marketing.