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.

中文翻译：

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刚刚走出去：启用AI的结帐的效果

目的

本文旨在研究启用人工智能（AI）的结帐对消费者购买意愿和零售氛围评估的影响。它还通过创新重要性对消费者对启用AI的结帐的响应的重要性提供了与唤醒和节制的中介作用有关的新颖发现。

设计/方法/方法

通过操作结帐方法，进行了三项试点研究，两项野外研究和一项针对1,567名受访者的在线实验。

发现

启用AI的结帐会引起更高的唤醒度，进而产生更有利的商店氛围评估和更高的购买意愿。此外，消费者对创新的重视程度减轻了启用AI的结帐的积极作用。

研究局限/意义

这项研究为AI研究的新兴机构做出了贡献，并通过阐明在某些情况下AI支持的结账会导致与商店气氛评估和购买意图有关的更积极的结果以及增强唤醒的意想不到的效果，从而展示了一种新颖的观点。

实际影响

这项研究显示了营销人员和从业人员如何通过利用AI支持的结帐功能来有效地提升消费者的评价和光顾可能性，以帮助那些认为创新性很重要的人。

创意/价值

这项研究记录了有关如何以及何时启用AI的结帐获得更有利的消费者响应的新颖发现。