Customer Centricity Orientation in Artificial Intelligence of Things (AIoT)

This study aims to investigate the usage of Artificial Internet of Things (AIoT) for the food and beverage retailing industry, and the experiences of customers in satisfying their gratifications. A conceptual framework based on the uses and gratification theory was constructed and the data was analyzed with covariance-based structured equation modeling. Three gratification dimensions were identified, hedonic gratification encompassing hedonic value, utilitarian gratifications including convenience and information quality, and social gratification comprising familiarity and social influence. In addition, the study empirically supported the role of anthropomorphism as moderator under AIoT usage. This study offers a novel perspective on AIoT adoption with a customer-centric approach, highlighting the importance of AIoT in enhancing customer satisfaction and engagement throughout the purchasing process.

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