Muslim consumers’ AI adoption in the collaborative consumption: a stimulus–organism–response (S-O-R) perspective
Soheil Nejat, Fatemeh Asghari Goudarzi, Navid Khanjanzadeh, Ali Adabi FiroozjaeiPurpose
This study aims to investigate the impact of artificial intelligence–powered service quality (AISQ) on trust, value co-creation (VCC) and consumer engagement (CE) within a collaborative consumption (CC) context, using the stimulus–organism–response (S-O-R) framework. In addition, the effects of trust, VCC and CE on intention to AI-powered Services (IAAPS) were investigated. The moderating role of Muslim consumers AI readiness (CAIR) is also examined.
Design/methodology/approach
Data were collected from 780 Muslim consumers by two studies using structured questionnaires. The data were analyzed through the structural equation modeling.
Findings
This research revealed that AISQ significantly affects trust, VCC and CE. In addition, trust and CE were found to have a positive and significant relationship with VCC. In addition, the effects of trust, VCC and CE on IAAPS were confirmed. Furthermore, the Muslim CAIR played a positive moderating role between CE and IAAPS, while it did not have a significant moderating effect in the relationship between VCC and trust and IAAPS.
Practical implications
This study has practical implications for managers and policymakers in CC environments. They can positively impact consumer behavior through enhancing AISQ. In addition, by enforcing trust, VCC and CE would facilitate the rise of IAAPS. Also, a significant practical implication is that by fostering CAIR, the influence of CE on IAAPS among Muslim consumers could be increased.
Originality/value
This research contributes to the current limited knowledge on the implications of AI in CC among Muslim consumers in Iran. In addition, this study addresses this limitation and gap by exploring Muslim consumers’ readiness toward IAAPS and providing insights for stakeholders interested in AI and CC.