From Appraisal to Action: The Associations Between Frontline Employees’ Challenge and Hindrance Appraisals of AI-Related Work Uncertainty and Service Innovation

The widespread application of artificial intelligence (AI) in electronic commerce platforms has profoundly reshaped frontline employees’ service patterns, psychological experiences, and innovation behaviors. This is especially salient in electronic commerce, where AI systems have made human–AI collaboration a defining feature of frontline service work on digital platforms. Existing research has predominantly focused on either the positive or negative effects of AI, failing to fully explain how employees’ cognitive appraisals of AI technology influence their service innovation behavior through distinct psychological pathways. To address this research gap, this study integrates the transactional theory of stress and the conservation of resources theory into a dual-path model, investigating how challenge appraisal and hindrance appraisal of AI-related work uncertainty respectively are associated with service innovation behavior through two mediating pathways: work engagement and emotional exhaustion. Using partial least squares structural equation modeling (PLS-SEM) to analyze 317 valid responses collected from frontline employees on electronic commerce platforms in China, the results indicate that challenge appraisal is positively associated with service innovation behavior, with work engagement serving as a significant mediator; conversely, hindrance appraisal is negatively associated with service innovation behavior, with emotional exhaustion acting as a significant mediator. This study provides an integrated perspective on the differentiated pathways through which employees’ cognitive appraisals of AI-related work uncertainty are linked to innovation behavior, articulating a complete explanatory chain from cognitive appraisal to psychological resources to behavioral outcomes. The findings offer practical implications for employees, organizations, and governments to foster service innovation in human–AI collaborative environments in electronic commerce platforms.