How human–computer interaction perception affects consumer well-being in the context of online retail: from the perspective of autonomy

Purpose In recent years, the application of artificial intelligence and digital technology has increasingly become a priority for online retailers. It is crucial to choose a way to make use of human–computer interaction (HCI) design to exert the positive influence of intelligent technology on consumer welfare. Despite the increasing use of HCI design in online retail context, there remain limitations in their effect of consumer well-being improvement. Although there is extensive literature in the field of consumer well-being improvement, few studies have empirically examined how HCI design drives the improvement of consumer well-being in the online retail context. Therefor, this study aims to deeply and systematically analyze the psychological mechanism between HCI and consumer well-being in the online retail environment. Design/methodology/approach The empirical analysis is based on data collection of 476 samples of online shoppers through the online survey method. From the perspective of autonomy, this study deeply analyzes the influence mechanism of different dimensions of HCI perception on consumer well-being. Findings The results indicated that autonomy plays a positive intermediary role in the impact of perceived connectivity, perceived personalization, perceived control and perceived responsiveness on the eudaimonia and hedonic enjoyment. Also, it revealed that psychological resistance negatively regulates the impact of perceived connectivity, perceived personalization and perceived control on autonomy, while experience purchase positively regulates the impact of autonomy on hedonic enjoyment. Originality/value This paper expands the research situation of consumer well-being by making integration of the dual structure of subjective well-being and psychological well-being to define the psychological mechanism and boundary conditions of the impact of HCI perception on consumer well-being. The main contribution of this study is to provide enlightenment for online retail enterprises to improve HCI design and help consumers enhance long-term well-being.