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Enhancing Online Purchase Intention Through Artificial Intelligence: Transformation to Digital Customer Experience

Raeni Dwi Santy · Mahdan Ghifari Qalbi Hamdani · Saura Jeane Aquar Rahma

5 citations0/0 files storedAdvances in economics, business and management research/Advances in Economics, Business and Management Research

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Consumer Behavior and Marketing Influence Technology Adoption and User Behaviour AI in Service Interactions

Abstract

This study investigates how Artificial Intelligence (AI) and Gamification affect the Online Purchase Intent of Shopee Marketplace users in Bandung City, with Customer Experience as a mediating factor.Employing a quantitative approach, combining descriptive and verification research methods, it aims to uncover the direct and indirect impacts of AI and Gamification on Online Purchase Intent through Customer Experience.Primary data is gathered through questionnaire distribution among 100 Shopee users in Bandung City.Structural Equation Modeling Partial Least Square (SEM-PLS) analysis, using SmartPLS software, is utilized for examination.Results indicate that both AI and Gamification influence Customer Experience, although they do not directly affect Online Purchase Intent.Nonetheless, they significantly impact Online Purchase Intent when mediated by Customer Experience.This study is expected to impact Artificial Intelligence and Gamification in Shopee Bandung, which should be further developed to provide a good experience and foster repeat usage of the Shopee Marketplace.Implementing personalized AI recommendations and engaging gamification features in online marketplaces like Shopee can significantly enhance customer engagement, drive online purchase intent, and sustain competitiveness in the e-commerce market.

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2020Customer experience: fundamental premises and implications for research 2021Customer Experience in Fintech 2019Hook vs. hope: How to enhance customer engagement through gamification 2020The impact of customer experience on consumer purchase intention in cross-border E-commerce——Taking network structural embeddedness as mediator variable 2021Gamification and reputation: key determinants of e-commerce usage and repurchase intention 2021Why do people play games on mobile commerce platforms? An empirical study on the influence of gamification on purchase intention 2020CONVERSION OF ONLINE PURCHASE INTENTION INTO ACTUAL PURCHASE: THE MODERATING ROLE OF TRANSACTION SECURITY AND CONVENIENCE 2019The Relationship Between Gamification, Brand Engagement and Brand Equity

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