Purpose

In recent years, the application of artificial intelligence and digital technology has increasingly become a priority for online retailers. It is crucial to choose a way to make use of human–computer interaction (HCI) design to exert the positive influence of intelligent technology on consumer welfare. Despite the increasing use of HCI design in online retail context, there remain limitations in their effect of consumer well-being improvement. Although there is extensive literature in the field of consumer well-being improvement, few studies have empirically examined how HCI design drives the improvement of consumer well-being in the online retail context. Therefor, this study aims to deeply and systematically analyze the psychological mechanism between HCI and consumer well-being in the online retail environment.

Design/methodology/approach

The empirical analysis is based on data collection of 476 samples of online shoppers through the online survey method. From the perspective of autonomy, this study deeply analyzes the influence mechanism of different dimensions of HCI perception on consumer well-being.

Findings

The results indicated that autonomy plays a positive intermediary role in the impact of perceived connectivity, perceived personalization, perceived control and perceived responsiveness on the eudaimonia and hedonic enjoyment. Also, it revealed that psychological resistance negatively regulates the impact of perceived connectivity, perceived personalization and perceived control on autonomy, while experience purchase positively regulates the impact of autonomy on hedonic enjoyment.

Originality/value

This paper expands the research situation of consumer well-being by making integration of the dual structure of subjective well-being and psychological well-being to define the psychological mechanism and boundary conditions of the impact of HCI perception on consumer well-being. The main contribution of this study is to provide enlightenment for online retail enterprises to improve HCI design and help consumers enhance long-term well-being.

中文翻译：

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在线零售背景下人机交互感知如何影响消费者幸福感：从自治的角度

目的

近年来，人工智能和数字技术的应用越来越成为在线零售商的优先事项。选择一种利用人机交互 (HCI) 设计的方式来发挥智能技术对消费者福利的积极影响至关重要。尽管在线零售环境中越来越多地使用 HCI 设计，但它们在改善消费者福祉方面的效果仍然存在局限性。尽管在消费者福祉改善领域有大量文献，但很少有研究通过实证检验 HCI 设计如何推动在线零售环境中消费者福祉的改善。因此，本研究旨在深入系统地分析在线零售环境中人机交互与消费者幸福感之间的心理机制。

设计/方法/途径

实证分析是通过在线调查的方式收集了476个网络购物者样本的数据。本研究从自主性的角度深入分析了不同维度的人机交互感知对消费者幸福感的影响机制。

发现

结果表明，自主性在感知连通性、感知个性化、感知控制和感知响应性对幸福感和享乐享受的影响中起着积极的中介作用。此外，它还表明，心理阻力负向调节感知连通性、感知个性化和感知控制对自主性的影响，而体验购买正向调节自主性对享乐享受的影响。

原创性/价值

本文通过整合主观幸福感和心理幸福感的二元结构，拓展了消费者幸福感的研究情境，界定了人机交互感知对消费者幸福感影响的心理机制和边界条件。本研究的主要贡献在于为在线零售企业改进人机交互设计提供启示，帮助消费者提升长期幸福感。