Consumer engagement via interactive artificial intelligence and mixed reality

作者：

Highlights：

• AI embedded in an augmented object leads to positive consumer experiences.

• AI quality (i.e., speech recognition and synthesis) positively influences consumer experiences.

• Immersion, enjoyment, and novel experiences by AI positively influence consumer engagement.

• Consumer engagement increases unpaid brand endorsement and purchase intentions.

摘要

•AI embedded in an augmented object leads to positive consumer experiences.•AI quality (i.e., speech recognition and synthesis) positively influences consumer experiences.•Immersion, enjoyment, and novel experiences by AI positively influence consumer engagement.•Consumer engagement increases unpaid brand endorsement and purchase intentions.

论文关键词：Artificial intelligence,Mixed reality,Consumer engagement,Reality-enhanced technology,Retail complex

论文评审过程：Received 31 July 2020, Revised 1 June 2021, Accepted 9 June 2021, Available online 15 June 2021, Version of Record 15 June 2021.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2021.102382