Abstract
To mitigate mechanical responses and misinterpretations of consumer needs in AI e-commerce shopping assistants, this study employs an integrated approach combining the Critical Incident Technique (CIT) and the Analytic Hierarchy Process (AHP) to identify five baseline (minimum-threshold) service etiquette dimensions based on dissatisfactory incidents. The priority ranking is: reliability in fulfillment (0.5010), professional competence (0.1913), privacy and ethics (0.1201), communication and interaction (0.1096), and emotional care (0.0780). At the global level, consistency of commitments, service stability, and accountability for after-sales service are key areas for improvement. The findings capture consumers’ baseline expectations for avoiding service failures and provide empirical support for optimizing intelligent services.
Recommended Citation
Chen, I-Ching and Luo, Ting, "Baseline Requirements and Priority Analysis of Service Etiquette for AI E-Commerce Shopping Assistants: An Integrated Study Using CIT and AHP" (2026). ICEB 2026 Proceedings (Beijing, China). 18.
https://aisel.aisnet.org/iceb2026/18