Moderation

Computer science

Political science

Machine learning

Unintended consequences

European Journal of Marketing

This paper aims to investigate the effect of artificial intelligence (AI)-enabled checkouts on consumers’ purchase intent and evaluations of the retailing atmosphere. It also offers novel findings pertaining to the mediating role of arousal and moderation by innovativeness importance on consumers’ responses toward AI-enabled checkouts.,Three pilot studies, two field studies and one online experiment featuring 1,567 respondents were conducted by manipulating checkout methods.,AI-enabled checkouts lead to a higher level of arousal, which, in turn, yields more favorable store atmosphere evaluations and higher purchase intent. Furthermore, the positive effect of AI-enabled checkouts is moderated by consumers’ innovativeness importance.,This research contributes to the emerging body of AI research and demonstrates a novel perspective by illuminating that under certain circumstances, AI-enabled checkouts lead to more positive outcomes relating to store atmosphere evaluations and purchase intent, as well as the unintended effect of heightened arousal.,This study shows how marketers and practitioners can promote consumers’ evaluations and patronage likelihood effectively by harnessing AI-enabled checkouts for those who consider innovativeness as important.,This research documents the novel findings of how and when AI-enabled checkouts garner more favorable consumer responses.

Just walk out: the effect of AI-enabled checkouts