AI’s invisible touch: how effortless browsing shapes customer perception, experience and engagement in online retail
This study explores the influence of artificial intelligence (AI)-enabled ease of use on customer perception, experience, and engagement in online retail stores. Through a quantitative analysis of 1438 responses from Portuguese consumers, the research reveals that AI-enabled ease of use positively i...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2025-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2024.2440628 |
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