From AI-enabled service quality to digital immersion state: effects on the Awe Experience in fashion e-retail

Abstract The development of interactive technologies contributes to enhancing communication between companies and consumers to promote products and services. Moreover, it can also improve engagement with the consumer by providing accessible, personalized, and emotive digital experiences, which can contribute to enhancing the consumer experience in the online shopping environment. This study aims to explore whether consumers' digital immersion state affects the awe experience, as well as whether digital immersion state is affected by AI-enabled service quality. Employing a quantitative methodology, data from 1438 Portuguese shoppers in fashion online retail were gathered. The information was examined and verified via structural equation modeling. This study's findings indicate that all digital immersion states influence the awe experience for fashion shopping and whether digital immersion states are affected by AI-enabled service quality. This work delivers key understandings into the influence and applicability of AI in enhancing the digital immersion state and awe experience in online fashion shopping.