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How does Automatic Checkout with AI influence Consumers Choice Certainty and Purchase Intention in Fashion Retail?
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Orientador(es)
Resumo(s)
Smart Retail Technology has become a significant trend, especially in Fashion Retail, as professionals are increasingly implementing Artificial Intelligence in their physical stores, to enhance consumer experience. Automatic Checkouts supported by Artificial Intelligence are often associated with improved efficiency, as they aim to reduce waiting times and simplify payment processes. However, there is little research on how it plays part in consumer outcomes in fashion retail. The research aims to address this gap by investigating how Automatic Checkouts with Artificial Intelligence affect consumers choice certainty and purchase intention in comparison to traditional human checkouts. Through a quantitative approach, an experimental research design was developed. The participants of the study were randomly assigned to one of the two scenarios, representing Automatic Checkout with Artificial Intelligence or Human Checkout, enabling a comparative analysis between the two checkouts. The findings of the study reveal that, even with the increasing presence of Artificial Intelligence technologies, traditional human checkouts continue to be a vital touchpoint for consumers in fashion stores. Complementing previous research, human service still plays a crucial role in enhancing consumers certainty in their purchase and intention to purchase using this checkout. Our study extends the existing literature on Smart Retail technologies by presenting new empirical insights into the fashion retail environment, addressing limitations of the Automatic Checkouts with Artificial Intelligence. From a managerial perspective, the findings suggest that fashion retailers should adjust strategies regarding their technological interactivity and human assistance to enhance consumers purchase intention and choice certainty in fashion stores.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Smart Retail Technologies Purchase Intention Choice Certainty Human Checkout Automatic Checkout with AI Fashion Retail