Artificial intelligence-driven music biometrics influencing customers’ retail buying behavior

This study examines the digital transformation effects of artificial intelligence (AI)-based facial and music biometrics on customers’ cognitive emotional states, how these influence their behavioral responses in terms value creation. Using a real-life, major optical retail store China, 386 customers participated five-day experiment with different types (enhanced by music-recognition biometrics). The findings show that for utilitarian-type high-involvement AI purchase condition, biometric-induced emotion mediates cognition intentions. Both likability tempo affect impact cognition. contributes to better understanding relationship between induced AI-based biometric systems shaping customer behavior it adds atmospheric literature. is significant contribution given paucity research context Chinese environment, which now market global importance.