AI-Powered Online Shopping: the Effects of Digital Multisensory Cues and Perceived Quality on Sustainable Consumption Intention

Artificial intelligence (AI)-powered online shopping is profoundly reshaping the way in which consumers engage with sustainable clothing. However, the relationships between digital multisensory cues and perceived quality with sustainable consumption intention still need to be explored. Based on the Stimulus–Organism–Response (S-O-R) framework, the present study explores the relationships of digital multisensory cues and perceived quality with consumers’ flow experience, pleasure, and responses (e.g., engagement, loyalty, and sustainable consumption intention) in the context of AI-powered online shopping using a cross-sectional, scenario-based, assisted recall survey. A total of 571 valid responses were retained for analysis. Partial least squares structural equation modelling (PLS-SEM) was adopted for data analysis. The findings indicate that digital multisensory cues showed a positive relationship with pleasure, whereas perceived quality was positively associated with both flow experience and pleasure. Flow experience was positively linked to pleasure, which was further associated with engagement and sustainable consumption intention. Statistically significant indirect effects on sustainable consumption intention through pleasure were observed for flow experience, digital multisensory cues, and perceived quality. The results of this study offer practical implications for retailers seeking to design emotionally engaging AI-powered shopping experiences that may support sustainable consumption intention.