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

DOI

10.2991/978-94-6463-465-5_11How to use a DOI?

Keywords

Artificial Intelligence; Online Purchase Intention; Customer Experience; Digital Marketplace

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.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Raeni Dwi Santy
AU  - Mahdan Ghifari Qalbi Hamdani
AU  - Saura Jeane Aquar Rahma
PY  - 2024
DA  - 2024/07/29
TI  - Enhancing Online Purchase Intention Through Artificial Intelligence: Transformation to Digital Customer Experience
BT  - Proceedings of the International Conference on Business, Economics, Social Sciences, and Humanities - Economics, Business and Management Track (ICOBEST-EBM 2024)
PB  - Atlantis Press
SP  - 120
EP  - 135
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-465-5_11
DO  - 10.2991/978-94-6463-465-5_11
ID  - Santy2024
ER  -