Purpose

The study’s objective is to measure the importance consumers attach to AI-based attributes, namely, chatbots, face recognition, virtual fitting room, smart parking and cashier-free station in retail stores. The study also examines the specific purpose of using these attributes for shopping.

Design/methodology/approach

A conjoint experiment was conducted using fractional factorial design. Consumers were given 14 profiles (AI attributes and its levels) to rank according to their visiting preferences.

Findings

The results revealed that the retail chatbot was considered the most important attribute, followed by face recognition, virtual fitting room, smart parking system and cashier-free station. Moreover, consumers prefer to use chatbots for in-store shopping assistance over alerts and updates, customer support and feedback. Similarly, consumers wish a face recognition facility for greetings while entering the store over other services. In addition, cluster analyses revealed that customer groups significantly differ in their preferences for AI-based attributes.

Practical implications

The study guides retail managers to invest in AI technologies to provide consumers with a technology-oriented shopping experience.

Originality/value

Our results provide an insight into the receptivity of AI technologies that consumers would like to experience in their favorite retail stores. The present study contributes to the literature by investigating consumer preferences for various AI technologies and their specific uses for shopping.

中文翻译：

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印度零售商店中人工智能属性的重要性：联合分析方法

目的

该研究的目的是衡量消费者对基于人工智能的属性的重视程度，即聊天机器人、人脸识别、虚拟试衣间、智能停车场和零售商店中的无收银台。该研究还探讨了使用这些属性进行购物的具体目的。

设计/方法论/途径

使用部分因子设计进行联合实验。消费者获得 14 个个人资料（人工智能属性及其级别），根据他们的访问偏好进行排名。

发现

结果显示，零售聊天机器人被认为是最重要的属性，其次是人脸识别、虚拟试衣间、智能停车系统和无人收银台。此外，消费者更喜欢使用聊天机器人来提供店内购物帮助，而不是警报和更新、客户支持和反馈。同样，消费者希望在进入商店时能够通过人脸识别功能进行问候而不是其他服务。此外，聚类分析显示，客户群体对基于人工智能的属性的偏好存在显着差异。

实际影响

该研究指导零售经理投资人工智能技术，为消费者提供以技术为导向的购物体验。

原创性/价值

我们的研究结果让我们深入了解消费者希望在他们最喜欢的零售店体验人工智能技术的接受程度。本研究通过调查消费者对各种人工智能技术的偏好及其购物的具体用途，为文献做出了贡献。