AI IS THE KEY TO CUSTOMER-CENTRICITY: ANALYSIS OF CONSUMER PURCHASE INTENTION AND INVOLVEMENT THROUGH AFFECTIVE CONNECTION

Abstract

Artificial intelligence (AI) is changing the dynamic between suppliers and customers by changing the way things work when buying online. This study applies the social support theory to analyze consumer purchase intentions via the lens of social media involvement, AI technology, and consumer experience. We polled 467 Chinese social media users who had shopped online or used artificial intelligence before. We use PLS-SEM, or partial least squares structural equation modeling, to look at the data and the hypotheses. This study found that AI improves customer engagement and satisfaction on social media. Following a similar line of thought, there is a favorable correlation between social media use and customer contentment, which in turn enhances customer satisfaction and purchase intent. In addition, the strength of an emotional connection moderates the relationship between purchase intention and customer pleasure. The results demonstrate that social media platforms can increase customer contentment and purchase intent through the application of artificial intelligence (AI). Furthermore, we provide instructions for making flawless service business models. To entice customers and inspire them to create, distribute, and share content across various social media platforms, marketers are looking into ways to increase the engagement of social media postings using visually appealing photographs and videos.

Keywords: Artificial intelligence, Purchase intention, Consumer engagement, social media, Consumer experience