The Digital Duo: Exploring The Impact of AI Chatbots and Digital Marketing Strategies on Consumer Purchase Intentions in Pakistan’s E-Commerce Sector

Abstract

The rise of e-commerce in Pakistan has stimulated businesses. It has turned to new tools like AI chatbots and digital marketing strategies for increasing consumer participation and stimulating purchasing intent. The aim of this study is to inspect the purchase intention of consumers in the e-commerce sector of Pakistan. On the other hand, the impact of the factors of AI chatbot i.e. responsiveness, usability, perceived trust, responsiveness is explained. Satisfaction illustrates the mediating role of the customer. In the study, data were gathered from 254 respondents through an online survey. Data was analyzed for assessing structural relationships within the model by utilizing SmartPLS 4. The results of the study show that AI chatbots significantly influence purchase intentions of consume with perceived trust, responsiveness, and usability being the most influential factors. Among the strategies of digital marketing, social media is considered the most effective channel for nurturing purchase intent followed by content marketing. On the contrary, marketing through emails did not show a significant impact. Customer satisfaction mediates the relationship between the factors of AI chatbot and strategies of digital marketing with purchase intent. Particularly, through perceived trust and response to AI chatbots and social media for content marketing and digital strategies, however, usage and email marketing did not show any mediation effects. This research provides effective insights for e-commerce businesses in Pakistan. It sheds light on the essentialism of leveraging AI chatbot capabilities and tailored digital marketing approaches for increase customer satisfaction and ultimately purchase intent. As the sector of e-commerce continues to expand, businesses need to focus on such critical areas to remain competitive and meet evolving demands of consumers.