Just walk out: the effect of AI-enabled checkouts
研究了AI结账对消费者购买意愿和店铺氛围评价的影响，发现AI结账会提高消费者的兴奋度，进而带来更积极的评价和购买意愿，且这一效果受消费者对创新重视程度的调节。
Purpose This paper aims to investigate the effect of artificial intelligence (AI)-enabled checkouts on consumers’ purchase intent and evaluations of the retailing atmosphere. It also offers novel findings pertaining to the mediating role of arousal and moderation by innovativeness importance on consumers’ responses toward AI-enabled checkouts. Design/methodology/approach Three pilot studies, two field studies and one online experiment featuring 1,567 respondents were conducted by manipulating checkout methods. Findings AI-enabled checkouts lead to a higher level of arousal, which, in turn, yields more favorable store atmosphere evaluations and higher purchase intent. Furthermore, the positive effect of AI-enabled checkouts is moderated by consumers’ innovativeness importance. Research limitations/implications This research contributes to the emerging body of AI research and demonstrates a novel perspective by illuminating that under certain circumstances, AI-enabled checkouts lead to more positive outcomes relating to store atmosphere evaluations and purchase intent, as well as the unintended effect of heightened arousal. Practical implications This study shows how marketers and practitioners can promote consumers’ evaluations and patronage likelihood effectively by harnessing AI-enabled checkouts for those who consider innovativeness as important. Originality/value This research documents the novel findings of how and when AI-enabled checkouts garner more favorable consumer responses.