Investigating the moderating role of AI-enabled services on flow and awe experience

Highlights：

• Investigate the awe experience for online fashion retail.

• Conceptual model provides insights on AI-enabled services.

• AI-enabled services lead to positive emotions, e.g., awe experience.

• AI-enabled service quality augments the influence of online flow dimensions.

• Operationalizes perceived control, concentration, and cognitive enjoyment.