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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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Principais autores: Ovidiu-Iulian Bunea, Răzvan-Andrei Corboș
Formato: Artigo
Idioma:Inglês
Publicado em: MDPI AG 2026-04-01
coleção:Journal of Theoretical and Applied Electronic Commerce Research
Assuntos:
artificial intelligence
digital maturity
AI implementation
customer experience
competitive advantage
electronic retailing
Acesso em linha:https://www.mdpi.com/0718-1876/21/4/119
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