When Does Artificial Intelligence Pay Off in Electronic Retailing? A Dual-Path Model from Implementation to Competitive Advantage
Artificial intelligence (AI) is reshaping electronic retailing, yet many firms struggle to translate AI adoption into a sustainable competitive advantage, and research still lacks an integrative explanation of how digital maturity, AI implementation, AI-enabled benefits, customer experience, and com...
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| Autori principali: | , |
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| Natura: | Artigo |
| Lingua: | Inglês |
| Pubblicazione: |
MDPI AG
2026-04-01
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| Serie: | Journal of Theoretical and Applied Electronic Commerce Research |
| Soggetti: | |
| Accesso online: | https://www.mdpi.com/0718-1876/21/4/119 |
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