The impact of artificial intelligence technology stimuli on smart customer experience and the moderating effect of technology readiness

Purpose - This research clarifies the connotations and dimensions of artificial intelligence (AI) technology stimulation and establishes a stimulus scale to explain the relationship between AI technology stimuli and smart customer experience. Design/methodology/approach - This is an empirical study that uses SPSS 24.0 software to perform hypothesis testing on the path relationships between model elements. Findings - Two dimensions of AI technology stimuli (i.e. passion and usability) have a significant, positive impact on smart customer experience; the moderating effects of contrasting dimensions of technology readiness (i.e. optimism and discomfort) are significantly different; smart customer experience has a significant, positive impact on the word-of-mouth (WOM) intentions of consumers. Research limitations/implications - There are several limitations. Most importantly, the data collected in this study are only from consumers who use intelligent customer service robots in the catering industry. Future research can consider exploring relevant AI technologies in other sectors. Practical implications - This study has several implications that guide catering companies to develop various positioning and strategies for remaining competitive effectively. Originality/value - Based on arousal theory, customer experience theory and WOM marketing theory, this is the first novel research project that empirically discusses the dimensions of AI technology stimuli, smart customer experience and WOM intentions with regard to the moderating effect of the technology readiness of consumers toward AI technology.