Cuesta-Valiño, Pedro; Kazakov, Sergey; Durán-Álamo, … - In: European research on management and business economics 31 (2025) 2, pp. 1-13
Grounded in consumer motivation theory, this study examined how trust in AI, along with its credibility and versatility, drives consumers to adopt AI in online retail, ultimately improving consumer satisfaction and happiness. Survey data from 1,471 consumers in Spain were analysed to scrutinise...