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Lookup NU author(s): Dr Dinara DavlembayevaORCiD, Dr Davit MarikyanORCiD
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Subscription platforms based on artificial intelligence (AI) that offer the delivery of physical goods represent a new frontier in retailing. Therefore, empirical investigation into consumers’ views on the factors driving their motivation to use such platforms is necessary. Considering the lack of research on this front, this study aims to examine consumers’ insights into the enabling and constraining technological affordances of platforms that inhibit or facilitate subscription motivation. Drawing on Regulatory Focus Theory, this study tests the effects of situational prevention-focused and promotion-focused factors on subscription intention. Based on data from 290 respondents, we found that intention is positively influenced by perceived functional congruity, which is determined by perceived service personalization and ease of use. In contrast, the effect of psychological reactance associated with perceived lack of control over service delivery is negative. These findings advance our understanding of the features of platforms offering physical goods subscription services that drive the predisposition to use such platforms, thus informing retailers on how AI can support platform expansion.
Author(s): Davlembayeva D, Marikyan D, Pantano E, Serravalle F, Babayan D
Publication type: Conference Proceedings (inc. Abstract)
Publication status: Published
Conference Name: New Sustainable Horizons in Artificial Intelligence and Digital Solutions: 22nd IFIP WG 6.11 Conference on e-Business, e-Services and e-Society (I3E 2023)
Year of Conference: 2023
Pages: 54-68
Online publication date: 15/12/2023
Acceptance date: 15/06/2023
ISSN: 0302-9743
Publisher: Springer
URL: https://doi.org/10.1007/978-3-031-50040-4_5
DOI: 10.1007/978-3-031-50040-4_5
Library holdings: Search Newcastle University Library for this item
Series Title: Lecture Notes in Computer Science
ISBN: 9783031500398
