The Role of Artificial Intelligence in Enhancing Customer Repurchase Intention

Abstract

The purpose of this study is to investigate the role of consumer engagement on social media and conversion rate optimization in mediating the relationship between artificial intelligence technology and repurchase intention, where customer habit is as a moderator. This study also determines how artificial intelligence technology integrated social media sites affect consumers' intentions to repurchase as well as to improve the understanding of established variables. Moreover, this study is conducted on the international sportswear brands and to evaluate the hypothesized relationships, the data was collected using Google Forms from 496 respondents who buy from these brands. Furthermore, the study was cross sectional in nature. The data was analyzed using Smart PLS to test the hypotheses. Results of the study show that artificial intelligence technology positively and significantly affects repurchase intention through consumer engagement and conversion rate optimization. Furthermore, customer habit has been found to be a moderator between consumer engagement on social media and repurchase intention with the positive correlation. Results also showed that artificial intelligence technology significantly affects repurchase intention with positive correlation. The findings reveal that brands should focus on integrating artificial intelligence technology in their networking sites to understand the consumer needs and wants. Conclusion, limitations of the study, future research and managerial implications were also included in the study.