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

Raeni Dwi Santy (), Mahdan Ghifari Qalbi Hamdani () and Saura Jeane Aquar Rahma ()
Additional contact information
Raeni Dwi Santy: Universitas Komputer Indonesia, Department of Magister Management, Postgraduate Faculty
Mahdan Ghifari Qalbi Hamdani: Universitas Komputer Indonesia, Department of Management, Faculty of Economics and Business
Saura Jeane Aquar Rahma: Universitas Komputer Indonesia, Department of Magister Management, Postgraduate Faculty

A chapter in Proceedings of the International Conference on Business, Economics, Social Sciences, and Humanities - Economics, Business and Management Track (ICOBEST-EBM 2024), 2024, pp 120-135 from Springer

Abstract: 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.

Keywords: Artificial Intelligence; Online Purchase Intention; Customer Experience; Digital Marketplace (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-465-5_11

Ordering information: This item can be ordered from
http://www.springer.com/9789464634655

DOI: 10.2991/978-94-6463-465-5_11

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().