In the retail industry nowadays, the competition is getting tougher and tougher. So, many organizations are looking at different forms of artificial intelligence to make themselves stand out. E-commerce companies, in particular, are starting to use technologies like chatbots and augmented reality (AR) interactive technology. These have become quite popular in dealing with customer service in the business world. But, we don’t really know much about how consumers feel and how much they engage with these new technologies when they’re used in a retail setting. That’s what we’re going to explore here.
I. The Use of Chatbots in E-commerce
1. What Chatbots Do
- Customer Service: Chatbots are there to answer customers’ questions quickly. For example, if a customer wants to know about the delivery time of a product they ordered, the chatbot can give them an answer right away. It can also handle simple issues like helping with returns or exchanges.
- Product Recommendations: Based on what the customer has bought before or what they’re looking at on the website, chatbots can suggest other products. Say a customer has bought a few books on cooking, the chatbot might recommend some new cookbooks or kitchen tools.
2. How Customers Engage with Chatbots
- Convenience Factor: Customers like using chatbots because they’re available all the time. Whether it’s early in the morning or late at night, they can get some help. And they don’t have to wait for a human customer service agent to be free.
- Initial Interaction: Some customers start by asking basic questions to see how well the chatbot can answer. If the chatbot does a good job with those simple queries, they might continue to use it for more complex ones or just to get general information about products.
II. The Use of AR Interactive Technology in E-commerce
1. What AR Does
- Virtual Try-Ons: AR allows customers to try on products virtually. For clothes, they can see how a shirt or a dress would look on them without actually putting it on. In the case of furniture, they can visualize how a new sofa would fit in their living room by using their phone’s camera and the AR feature.
- Product Exploration: It helps customers get a better look at products from all angles. For example, if it’s a piece of jewelry, they can rotate it virtually to see every detail before deciding to buy it.
2. How Customers Engage with AR
- Enhanced Experience: Customers find it exciting to use AR because it makes shopping more interactive. They feel like they’re getting a closer look at the product than just looking at pictures on a website.
- Decision-Making: AR can influence their buying decisions. If they can see that a product looks good in their virtual space or on them, they’re more likely to make a purchase. For instance, if they try on a pair of glasses using AR and like how they look, they’ll probably buy them.
III. The Need for a Research Model
1. Understanding Motivational Mechanisms
- We need to figure out what makes customers want to use these technologies. Is it because they make shopping easier, more fun, or something else? By understanding this, e-commerce companies can improve how they use chatbots and AR to attract more customers.
- For example, if we find out that customers are motivated by the fun factor of AR, companies can create more interactive and engaging AR experiences.
2. Decision-Making
- A good research model can also show how these technologies affect customers’ decision-making processes. Do they make customers more confident in their purchases? Do they help them choose products faster? Knowing this can help businesses make changes to their use of these technologies to make the shopping process smoother for consumers.
Both chatbots and AR interactive technology have a lot of potential in e-commerce. But to really make the most of them, we need to understand how consumers engage with them. By looking into this and creating useful research models, e-commerce companies can use these technologies in better ways to improve the shopping experience and boost sales.
