Consumers' human nature and their shopping channel choices in the emerging artificial intelligence era: based on Xunzi's humanity hypothesis

Purpose Drawing from the ancient Chinese philosopher Xunzi's insights on humanity, this study aims to address human nature's critical role in influencing and shaping consumers' shopping channel choices in the emerging artificial intelligence (AI) era and the implications for non-East Asian countries. Design/methodology/approach Based on the theory of planned behaviour and accessibility–diagnosticity theory, our approach created a holistic model...