Although service environments have become increasingly smart due to the infusion of artificial intelligence (AI) technology, little research has examined AI environments and their influence on customer behaviors. This research investigated this issue in the context of services. We explored the direct effects of AI environments (compared with the traditional environment) on customer engagement, the role of customer technology readiness (TR) as a moderator, and ideal self-congruity and trust as mediators. Three studies were designed, and data from situational experiments were analyzed. The moderated mediation analysis suggested that customer engagement behaviors (CEBs) occur when customers with higher TR-optimism perceive ideal self-congruity in a conspicuous AI environment (vs. a conspicuous traditional environment). Additionally, customers with higher TR-optimism are more likely to have trust and perform CEBs for lower anthropomorphism in a conspicuous AI environment. The research findings make theoretical and practical contributions to technology applications, service environments, and customer relationship management.

尽管由于人工智能 (AI) 技术的注入，服务环境变得越来越智能，但很少有研究探讨人工智能环境及其对客户行为的影响。本研究在服务的背景下调查了这个问题。我们探讨了 AI 环境（与传统环境相比）对客户参与的直接影响、客户技术准备度 (TR) 作为调解人的作用，以及理想的自我一致性和信任作为调解人。设计了三项研究，并分析了情境实验的数据。调节中介分析表明，当具有较高 TR 乐观度的客户在显眼的 AI 环境（相对于显眼的传统环境）中感知到理想的自我一致性时，就会发生客户参与行为 (CEB)。此外，具有较高 TR 乐观度的客户更有可能在显眼的 AI 环境中信任并执行 CEB 以获得较低的拟人化。研究成果对技术应用、服务环境和客户关系管理做出了理论和实践贡献。