A Literature Review on the Emerging Trends of AI Applications in E-Retailing: Insights from the Journal of Retailing and Consumer Services

Yıl 2025, Cilt: 25 Sayı: 1, 365 - 389, 25.03.2025

Ozge Habiboglu

https://doi.org/10.11616/asbi.1585798

Öz

The use of artificial intelligence (AI) in the retail sector is steadily increasing. This study aims to reveal the usage of AI in retailing over the years. For thisKoh purpose, 137 studies published in the Journal of Retailing and Consumer Services were analyzed according to SPAR-4-SLR protocol. The reviewed studies were analyzed across four domains: publication year, consumer approach, AI technology applied, and theoretical framework. Findings indicate that most studies were published in 2024, primarily focusing on consumer purchasing behavior, extensive use of chatbots, and frequent application of the Technology Acceptance Model (TAM) in theoretical grounding. This research distinguishes itself by examining the retailer-consumer behavior relationship, mainly contributing to current knowledge in this area.
Keywords: AI, artificial ıntelligence, retailing, consumer behaviour

Anahtar Kelimeler

AI, artificial intelligence, retailing, consumer behaviour

E-Perakendecilikte Yapay Zeka Uygulamalarındaki Yeni Eğilimler Üzerine Bir Literatür İncelemesi: Journal of Retailing and Consumer Services'ten İçgörüler

Öz

Perakende sektöründe yapay zeka (YZ) kullanımı giderek artmaktadır. Bu çalışma, yıllar içinde perakendecilikte YZ kullanımını ortaya koymayı amaçlamaktadır. Bu amaçla, Journal of Retailing and Consumer Services dergisinde yayımlanan 137 çalışma, SPAR-4-SLR protokolüne göre analiz edilmiştir. İncelenen çalışmalar dört alanda analiz edilmiştir: yayın yılı, tüketici yaklaşımı, uygulanan YZ teknolojisi ve teorik çerçeve. Bulgular, çoğu çalışmanın 2024 yılında yayımlandığını, tüketici satın alma davranışına odaklandığını, chatbotların yoğun kullanıldığını ve teorik dayanak olarak sıklıkla Teknoloji Kabul Modeli'nin (TAM) uygulandığını göstermektedir. Bu araştırma, perakendeci-tüketici davranışı ilişkisini inceleyerek mevcut bilgiye bu alanda katkı sağlaması bakımından önemlidir.

Anahtar Kelimeler

YZ, yapay zeka, perakendecilik, tüketici davranışı

Kaynakça

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• Park, J., and Ahn, S. (2024), Traditional Vs. AI-Generated Brand Personalities: Impact On Brand Preference And Purchase Intention. Journal of Retailing and Consumer Services, 81, 104009. doi:https://doi.org/10.1016/j.jretconser.2024.104009
• Park, J., Hong, E., and Le, H. T. P. M. (2021), Adopting Autonomous Vehicles: The Moderating Effects Of Demographic Variables. Journal of Retailing and Consumer Services, 63, 102687. doi:https://doi.org/10.1016/j.jretconser.2021.102687
• Park, J., Yoo, J. W., Cho, Y., and Park, H. (2023), Examining The Impact Of Service Robot Communication Styles On Customer Intimacy Following Service Failure. Journal of Retailing and Consumer Services, 75, 103511. doi:https://doi.org/10.1016/j.jretconser.2023.103511
• Park, J., Yun, J., and Chang, W. (2024), Intention To Adopt Services By AI Avatar: A Protection Motivation Theory Perspective. Journal of Retailing and Consumer Services, 80, 103929. doi:https://doi.org/10.1016/j.jretconser.2024.103929
• Patrizi, M., Šerić, M., and Vernuccio, M. (2024), Hey Google, I Trust You! The Consequences Of Brand Anthropomorphism In Voice-Based Artificial Intelligence Contexts. Journal of Retailing and Consumer Services, 77, 103659. doi:https://doi.org/10.1016/j.jretconser.2023.103659
• Paul, J., Lim, W. M., O’Cass, A., Hao, A. W., and Bresciani, S. (2021), Scientific Procedures And Rationales For Systematic Literature Reviews (SPAR‐4‐SLR), International Journal of Consumer Studies, 45(4), O1-O16.
• Peng, L., Luo, M., and Guo, Y. (2023), Deposit AI As The “Invisible Hand” To Make The Resale Easier: A Moderated Mediation Model. Journal of Retailing and Consumer Services, 75, 103480. doi:https://doi.org/10.1016/j.jretconser.2023.103480
• Pham, H. C., Duong, C. D., and Nguyen, G. K. H. (2024), What Drives Tourists’ Continuance Intention To Use Chatgpt For Travel Services? A Stimulus-Organism-Response Perspective. Journal of Retailing and Consumer Services, 78, 103758. doi:https://doi.org/10.1016/j.jretconser.2024.103758
• Pillai, R., Sivathanu, B., and Dwivedi, Y. K. (2020), Shopping Intention At AI-Powered Automated Retail Stores (AIPARS), Journal of Retailing and Consumer Services, 57, 102207. doi:https://doi.org/10.1016/j.jretconser.2020.102207
• Poushneh, A. (2021a), Humanizing Voice Assistant: The Impact Of Voice Assistant Personality On Consumers’ Attitudes And Behaviors. Journal of Retailing and Consumer Services, 58, 102283. doi:https://doi.org/10.1016/j.jretconser.2020.102283
• Poushneh, A. (2021b), Impact Of Auditory Sense On Trust And Brand Affect Through Auditory Social Interaction And Control. Journal of Retailing and Consumer Services, 58, 102281. doi:https://doi.org/10.1016/j.jretconser.2020.102281
• Poushneh, A., Vasquez-Parraga, A., and Gearhart, R. S. (2024), The Effect Of Empathetic Response And Consumers’ Narcissism In Voice-Based Artificial Intelligence. Journal of Retailing and Consumer Services, 79, 103871. doi:https://doi.org/10.1016/j.jretconser.2024.103871
• Praveen, S. V., Gajjar, P., Ray, R. K., and Dutt, A. (2024), Crafting Clarity: Leveraging Large Language Models To Decode Consumer Reviews. Journal of Retailing and Consumer Services, 81, 103975. doi:https://doi.org/10.1016/j.jretconser.2024.103975
• Prentice, C., and Nguyen, M. (2020), Engaging And Retaining Customers With AI And Employee Service. Journal of Retailing and Consumer Services, 56, 102186. doi:https://doi.org/10.1016/j.jretconser.2020.102186
• Prentice, C., and Nguyen, M. (2021), Robotic Service Quality – Scale Development And Validation. Journal of Retailing and Consumer Services, 62, 102661. doi:https://doi.org/10.1016/j.jretconser.2021.102661
• Prentice, C., Wong, I. A., and Lin, Z. (2023), Artificial Intelligence As A Boundary-Crossing Object For Employee Engagement And Performance. Journal of Retailing and Consumer Services, 73, 103376. doi:https://doi.org/10.1016/j.jretconser.2023.103376
• Rahman, M. S., Bag, S., Hossain, M. A., Abdel Fattah, F. A. M., Gani, M. O., and Rana, N. P. (2023), The New Wave Of AI-Powered Luxury Brands Online Shopping Experience: The Role Of Digital Multisensory Cues And Customers’ Engagement. Journal of Retailing and Consumer Services, 72, 103273. doi:https://doi.org/10.1016/j.jretconser.2023.103273
• Recalde, D., Jai, T. C., and Jones, R. P. (2024), I Can Find The Right Product With AR! The Mediation Effects Of Shopper Engagement On Intent To Purchase Beauty Products. Journal of Retailing and Consumer Services, 78, 103764. doi:https://doi.org/10.1016/j.jretconser.2024.103764
• Rese, A., Ganster, L., and Baier, D. (2020), Chatbots In Retailers’ Customer Communication: How To Measure Their Acceptance? Journal of Retailing and Consumer Services, 56, 102176. doi:https://doi.org/10.1016/j.jretconser.2020.102176
• Rohit, K., Shankar, A., Katiyar, G., Mehrotra, A., and Alzeiby, E. A. (2024), Consumer Engagement In Chatbots And Voicebots. A Multiple-Experiment Approach In Online Retailing Context. Journal of Retailing and Consumer Services, 78, 103728. doi:https://doi.org/10.1016/j.jretconser.2024.103728
• Ruan, Y., and Mezei, J. (2022), When Do AI Chatbots Lead To Higher Customer Satisfaction Than Human Frontline Employees In Online Shopping Assistance? Considering Product Attribute Type. Journal of Retailing and Consumer Services, 68, 103059. doi:https://doi.org/10.1016/j.jretconser.2022.103059
• Sarnıç, A. ve Acar, S. (2024), Dördüncü Endüstri Devrinde İşletmelerde Yapay Zekâ Uygulamaları Örnekleri Üzerine Nitel Bir Araştırma, İşletme, 5(2), p. 155-181.
• Schultz, C. D., and Kumar, H. (2024), Arvolution: Decoding Consumer Motivation And Value Dimensions In Augmented Reality. Journal of Retailing and Consumer Services, 78, 103701. doi:https://doi.org/10.1016/j.jretconser.2023.103701
• Sestino, A. (2024), The Challenge Of Integrating “Intelligent” Technologies In Luxury Shopping Contexts: The Role Of Brand Personality Appeal And Consumers’ Status Consumption Orientation. Journal of Retailing and Consumer Services, 76, 103488. doi:https://doi.org/10.1016/j.jretconser.2023.103488
• Shahzad, M. F., Xu, S., An, X., and Javed, I. (2024), Assessing The Impact Of AI-Chatbot Service Quality On User E-Brand Loyalty Through Chatbot User Trust, Experience And Electronic Word Of Mouth. Journal of Retailing and Consumer Services, 79, 103867. doi:https://doi.org/10.1016/j.jretconser.2024.103867
• Shao, Z. (2024), From Human To Virtual: Unmasking Consumer Switching Intentions To Virtual Influencers By An Integrated Fsqca And NCA Method. Journal of Retailing and Consumer Services, 78, 103715. doi:https://doi.org/10.1016/j.jretconser.2024.103715
• Shehawy, Y. M., Faisal Ali Khan, S. M., Ali M Khalufi, N., and Abdullah, R. S. (2025), Customer Adoption Of Robot: Synergizing Customer Acceptance Of Robot-Assisted Retail Technologies. Journal of Retailing and Consumer Services, 82, 104062. doi:https://doi.org/10.1016/j.jretconser.2024.104062
• Silva, E. S., and Bonetti, F. (2021), Digital Humans In Fashion: Will Consumers Interact? Journal of Retailing and Consumer Services, 60, 102430. doi:https://doi.org/10.1016/j.jretconser.2020.102430
• Singh, S., and Sai Vijay, T. (2024), Technology Roadmapping For The E-Commerce Sector: A Text-Mining Approach. Journal of Retailing and Consumer Services, 81, 103977. doi:https://doi.org/10.1016/j.jretconser.2024.103977
• Soderlund, M., Oikarinen, E.-L., and Tan, T. M. (2021), The Happy Virtual Agent And Its Impact On The Human Customer In The Service Encounter. Journal of Retailing and Consumer Services, 59, 102401. doi:https://doi.org/10.1016/j.jretconser.2020.102401
• Song, C. S., and Kim, Y.-K. (2021), Predictors Of Consumers’ Willingness To Share Personal Information With Fashion Sales Robots. Journal of Retailing and Consumer Services, 63, 102727. doi:https://doi.org/10.1016/j.jretconser.2021.102727
• Song, M., Xing, X., Duan, Y., Cohen, J., and Mou, J. (2022), Will Artificial Intelligence Replace Human Customer Service? The Impact Of Communication Quality And Privacy Risks On Adoption Intention. Journal of Retailing and Consumer Services, 66, 102900. doi:https://doi.org/10.1016/j.jretconser.2021.102900
• Song, M., Zhang, H., Xing, X., and Duan, Y. (2023), Appreciation Vs. Apology: Research On The Influence Mechanism Of Chatbot Service Recovery Based On Politeness Theory. Journal of Retailing and Consumer Services, 73, 103323. doi:https://doi.org/10.1016/j.jretconser.2023.103323
• Söderlund, M. (2022), Service Robots With (Perceived) Theory Of Mind: An Examination Of Humans’ Reactions. Journal of Retailing and Consumer Services, 67, 102999. doi:https://doi.org/10.1016/j.jretconser.2022.102999
• Söderlund, M. (2024), Human Employees And Service Robots In The Service Encounter And The Role Of Attribution Of Theory Of Mind. Journal of Retailing and Consumer Services, 81, 103964. doi:https://doi.org/10.1016/j.jretconser.2024.103964
• Subero-Navarro, Á., Pelegrín-Borondo, J., Reinares-Lara, E., and Olarte-Pascual, C. (2022), Proposal For Modeling Social Robot Acceptance By Retail Customers: CAN Model + Technophobia. Journal of Retailing and Consumer Services, 64, 102813. doi:https://doi.org/10.1016/j.jretconser.2021.102813
• Tran, A. D., Pallant, J. I., and Johnson, L. W. (2021), Exploring The Impact Of Chatbots On Consumer Sentiment And Expectations In Retail. Journal of Retailing and Consumer Services, 63, 102718. doi:https://doi.org/10.1016/j.jretconser.2021.102718
• Vinoi, N., Shankar, A., Agarwal, R., and Alghafes, R. (2025), Revolutionizing Retail: The Transformative Power Of Service Robots On Shopping Dynamics. Journal of Retailing and Consumer Services, 82, 104085. doi:https://doi.org/10.1016/j.jretconser.2024.104085
• Wang, C., Li, Y., Fu, W., and Jin, J. (2023), Whether To Trust Chatbots: Applying The Event-Related Approach To Understand Consumers’ Emotional Experiences In Interactions With Chatbots In E-Commerce. Journal of Retailing and Consumer Services, 73, 103325. doi:https://doi.org/10.1016/j.jretconser.2023.103325
• Wang, P., Li, K., Du, Q., and Wang, J. (2024), Customer Experience In AI-Enabled Products: Scale Development And Validation. Journal of Retailing and Consumer Services, 76, 103578. doi:https://doi.org/10.1016/j.jretconser.2023.103578
• Wang, S., Mortimer, G., Sajtos, L., and Keating, B. (2024), Exploring Consumers’ Competence, Autonomy And Relatedness Needs In The Adoption Of Facial Recognition Payment Technology. Journal of Retailing and Consumer Services, 81, 104044. doi:https://doi.org/10.1016/j.jretconser.2024.104044
• Wang, X., and Qiu, X. (2024), The Positive Effect Of Artificial Intelligence Technology Transparency On Digital Endorsers: Based On The Theory Of Mind Perception. Journal of Retailing and Consumer Services, 78, 103777. doi:https://doi.org/10.1016/j.jretconser.2024.103777
• Wang, X., Zhang, Z., and Jiang, Q. (2024), The Effectiveness Of Human Vs. AI Voice-Over In Short Video Advertisements: A Cognitive Load Theory Perspective. Journal of Retailing and Consumer Services, 81, 104005. doi:https://doi.org/10.1016/j.jretconser.2024.104005
• Weber, F. D., and Schütte, R. (2019), State-Of-The-Art And Adoption Of Artificial Intelligence In Retailing. Digital Policy, Regulation and Governance, 21(3), p. 264-279. doi:10.1108/DPRG-09-2018-0050
• Xie, Y., Liang, C., Zhou, P., and Jiang, L. (2024), Exploring the influence mechanism of chatbot-expressed humor on service satisfaction in online customer service. Journal of Retailing and Consumer Services, 76, 103599. doi:https://doi.org/10.1016/j.jretconser.2023.103599
• Xu, S., Zhang, X., Kim, R., and Su, M. (2024), Anthropomorphic last-mile robots and consumer intention: An empirical test under a theoretical framework. Journal of Retailing and Consumer Services, 81, 104028. doi:https://doi.org/10.1016/j.jretconser.2024.104028
• Xu, X.-Y., Jia, Q.-D., and Tayyab, S. M. U. (2024), Exploring The Stimulating Role Of Augmented Reality Features In E-Commerce: A Three-Staged Hybrid Approach. Journal of Retailing and Consumer Services, 77, 103682. doi:https://doi.org/10.1016/j.jretconser.2023.103682
• Xu, Y., Niu, N., and Zhao, Z. (2023), Dissecting The Mixed Effects Of Human-Customer Service Chatbot Interaction On Customer Satisfaction: An Explanation From Temporal And Conversational Cues. Journal of Retailing and Consumer Services, 74, 103417. doi:https://doi.org/10.1016/j.jretconser.2023.103417
• Yang, D., Zhang, J., Sun, Y., and Huang, Z. (2024), Showing Usage Behavior Or Not? The Effect Of Virtual Influencers’ Product Usage Behavior On Consumers. Journal of Retailing and Consumer Services, 79, 103859. doi:https://doi.org/10.1016/j.jretconser.2024.103859
• Yao, R., Qi, G., Wu, Z., Sun, H., and Sheng, D. (2024), Digital Human Calls You Dear: How Do Customers Respond To Virtual Streamers’ Social-Oriented Language In E-Commerce Livestreaming? A Stereotyping Perspective. Journal of Retailing and Consumer Services, 79, 103872. doi:https://doi.org/10.1016/j.jretconser.2024.103872
• Yi, J., Oh, Y. K., and Kim, J.-M. (2025), Unveiling The Drivers Of Satisfaction In Mobile Trading: Contextual Mining Of Retail Investor Experience Through Bertopic And Generative AI. Journal of Retailing and Consumer Services, 82, 104066. doi:https://doi.org/10.1016/j.jretconser.2024.104066
• Yu, J., Dickinger, A., So, K. K. F., and Egger, R. (2024), Artificial Intelligence-Generated Virtual Influencer: Examining The Effects Of Emotional Display On User Engagement. Journal of Retailing and Consumer Services, 76, 103560. doi:https://doi.org/10.1016/j.jretconser.2023.103560
• Yuan, C., Zhang, C., and Wang, S. (2022), Social Anxiety As A Moderator In Consumer Willingness To Accept AI Assistants Based On Utilitarian And Hedonic Values. Journal of Retailing and Consumer Services, 65, 102878. doi:https://doi.org/10.1016/j.jretconser.2021.102878
• Zhang, H., and Song, M. (2024), Optimizing Service Encounters Through Mascot-Like Robot With A Politeness Strategy. Journal of Retailing and Consumer Services, 79, 103864. doi:https://doi.org/10.1016/j.jretconser.2024.103864
• Zhang, Y., Shao, W., Quach, S., Thaichon, P., and Li, Q. (2024), Examining The Moderating Effects Of Shopping Orientation, Product Knowledge And Involvement On The Effectiveness Of Virtual Reality (VR) Retail Environment. Journal of Retailing and Consumer Services, 78, 103713. doi:https://doi.org/10.1016/j.jretconser.2024.103713
• Zhang, Y., and Wang, S. (2023), The Influence Of Anthropomorphic Appearance Of Artificial Intelligence Products On Consumer Behavior And Brand Evaluation Under Different Product Types. Journal of Retailing and Consumer Services, 74, 103432. doi:https://doi.org/10.1016/j.jretconser.2023.103432
• Zhao, J., Hu, E., Han, M., Jiang, K., and Shan, H. (2023), That Honey, My Arsenic: The Influence Of Advanced Technologies On Service Employees’ Organizational Deviance. Journal of Retailing and Consumer Services, 75, 103490. doi:https://doi.org/10.1016/j.jretconser.2023.103490
• Zheng, C., Zhang, L., and Bian, X. (2024), A Showdown In The Kitchen: Exploring Consumers’ Preferences For Robot-Made Versus Human-Made Foods At Different Stages Of Dietary Restraint. Journal of Retailing and Consumer Services, 81, 103934. doi:https://doi.org/10.1016/j.jretconser.2024.103934
• Zhou, C., and Chang, Q. (2024), Informational Or Emotional? Exploring The Relative Effects Of Chatbots’ Self- Recovery Strategies On Consumer Satisfaction. Journal of Retailing and Consumer Services, 78, 103779. doi:https://doi.org/10.1016/j.jretconser.2024.103779
• Zhou, Q., Li, B., Li, H., and Lei, Y. (2024), Mere Copycat? The Effects Of Human Versus Human-Like Virtual Influencers On Brand Endorsement Effectiveness: A Moderated Serial-Mediation Model. Journal of Retailing and Consumer Services, 76, 103610. doi:https://doi.org/10.1016/j.jretconser.2023.103610
• Zhou, S., Yi, N., Rasiah, R., Zhao, H., and Mo, Z. (2024), An Empirical Study On The Dark Side Of Service Employees’ AI Awareness: Behavioral Responses, Emotional Mechanisms, And Mitigating Factors. Journal of Retailing and Consumer Services, 79, 103869. doi:https://doi.org/10.1016/j.jretconser.2024.103869
• https://www.fortunebusinessinsights.com/artificial-intelligence-ai-in-retail-market-101968 04.11.2024
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