ItemArticle

Meta AI features on users flow experience and acceptance in the beauty and cosmetics industry: moderating role of Meta AI literacy

Title
Meta AI features on users flow experience and acceptance in the beauty and cosmetics industry: moderating role of Meta AI literacy
Creator
Mathur, Smriti; Vishnoi, Sushant Kumar; Tripathi, Abhinav Priyadarshi; Panjwani, Niharika
Description
Purpose This study aims to integrate Artificial Intelligence Device Use Acceptance, diffusion of innovation and flow theory to explore the impact of innovation dimensions (primary appraisal) on user flow experience (UFEx) (secondary appraisal) and users willingness to accept Meta artificial intelligence (AI) features (Outcome). The moderating role of Meta AI literacy in the relationships among primary appraisal, secondary appraisal and the outcome were also examined. Design/methodology/approach This study used covariance-based structured equation modelling to analyse the data collected from 383 respondents who use Meta AI features for beauty and cosmetic products on social media. Findings The findings of the study indicates that compatibility and observability positively influence users flow experience, which subsequently impacts users willingness to accept Meta AI features on social media. Furthermore, Meta AI literacy positively moderates the relationship between relative advantage, compatibility, trialability, observability and users flow experience. Originality/value This study introduces a unique framework grounded on Meta AI features in social media, particularly in beauty and cosmetics, contributing to the literature on Meta AI, UFEx and willingness to accept. This research makes a novel attempt to explore how Meta AI literacy shapes the links among primary appraisal, secondary appraisal and outcomes. 2025 Emerald Publishing Limited
Source
Journal of Systems and Information Technology;pp.1-22
Date
01-01-2025
Publisher
Emerald Publishing
Subject
Beauty and cosmetic industry; Diffusion of Innovation; Meta AI; Meta AI Literacy; social media; Users Flow experience; Willingness to accept
Coverage
Mathur S., Christ University, Bengaluru, India; Vishnoi S.K., Department of Marketing, Institute of Management Studies Ghaziabad, Ghaziabad, India; Tripathi A.P., Christ University, Bengaluru, India; Panjwani N., Christ University, Bengaluru, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISSN: 13287265;
Format
online
Language
English
Type
Article

Citation

Mathur, Smriti; Vishnoi, Sushant Kumar; Tripathi, Abhinav Priyadarshi; Panjwani, Niharika, “Meta AI features on users flow experience and acceptance in the beauty and cosmetics industry: moderating role of Meta AI literacy,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/22906.

Output Formats