{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,10,10]],"date-time":"2025-10-10T01:17:22Z","timestamp":1760059042199,"version":"build-2065373602"},"reference-count":70,"publisher":"MDPI AG","issue":"2","license":[{"start":{"date-parts":[[2025,5,15]],"date-time":"2025-05-15T00:00:00Z","timestamp":1747267200000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/501100001809","name":"National Natural Science Foundation of China","doi-asserted-by":"publisher","award":["72072047","72472039","HIT.HSS.ESD202310","23GJYBC011"],"award-info":[{"award-number":["72072047","72472039","HIT.HSS.ESD202310","23GJYBC011"]}],"id":[{"id":"10.13039\/501100001809","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/501100001809","name":"National Natural Science Foundation of China","doi-asserted-by":"publisher","award":["72072047","72472039","HIT.HSS.ESD202310","23GJYBC011"],"award-info":[{"award-number":["72072047","72472039","HIT.HSS.ESD202310","23GJYBC011"]}],"id":[{"id":"10.13039\/501100001809","id-type":"DOI","asserted-by":"publisher"}]},{"name":"The Fundamental Research Funds for the Central Universities","award":["72072047","72472039","HIT.HSS.ESD202310","23GJYBC011"],"award-info":[{"award-number":["72072047","72472039","HIT.HSS.ESD202310","23GJYBC011"]}]},{"name":"Research Project on Higher Education of Heilongjiang Higher Education Association","award":["72072047","72472039","HIT.HSS.ESD202310","23GJYBC011"],"award-info":[{"award-number":["72072047","72472039","HIT.HSS.ESD202310","23GJYBC011"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>The online shopping consulting service (online customer service) is an important component of online shopping, and the rapid advancement of artificial intelligence technology has allowed online retailers to apply this technology to customer service. This study explores an online retailer\u2019s customer service innovation decisions. We develop a stylized model to investigate an online retailer\u2019s choices of two different online shopping consulting service strategies, as well as the impact of the different strategies on both online retailer and consumers. This study demonstrates that providing AI customer service with higher performance and higher probability of consumer shopping problem resolution may not always benefit the online retailer. Existing studies have already shown that consumers prefer human customer service. However, this study shows that consumers do not always prefer human customer service, and they prefer AI customer service in some situations. Moreover, this study reveals that the probability of consumers\u2019 shopping problems being resolved and the consulting cost can affect the online retailer\u2019s choice of online customer service strategies.<\/jats:p>","DOI":"10.3390\/jtaer20020101","type":"journal-article","created":{"date-parts":[[2025,5,15]],"date-time":"2025-05-15T04:39:16Z","timestamp":1747283956000},"page":"101","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":1,"title":["Is Customer Service Innovation Always Preferable? The Impact of AI Technology on an Online Retailer\u2019s Customer Service Decision"],"prefix":"10.3390","volume":"20","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-6773-9868","authenticated-orcid":false,"given":"Leilei","family":"Zhao","sequence":"first","affiliation":[{"name":"Business School, Harbin Institute of Technology, Harbin 150001, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Weiwei","family":"Wu","sequence":"additional","affiliation":[{"name":"Business School, Harbin Institute of Technology, Harbin 150001, China"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2025,5,15]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"102582","DOI":"10.1016\/j.technovation.2022.102582","article-title":"Diving into the uncertainties of open innovation: A systematic review of risks to uncover pertinent typologies and unexplored horizons","volume":"119","author":"Madanaguli","year":"2023","journal-title":"Technovation"},{"key":"ref_2","doi-asserted-by":"crossref","first-page":"102283","DOI":"10.1016\/j.jretconser.2020.102283","article-title":"Humanizing voice assistant: The impact of voice assistant personality on consumers\u2019 attitudes and behaviors","volume":"58","author":"Poushneh","year":"2021","journal-title":"J. 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