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2026
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| Online Access: | https://doi.org/10.5281/zenodo.18145845 |
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| _version_ | 1866902125981728768 |
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| author | Nguyen Duc Hoai Anh |
| author_facet | Nguyen Duc Hoai Anh |
| contents | <p><span>The fast growth of technologies related to artificial intelligence (AI) has significantly changed e-commerce operations and how customers engage in such activities. This report investigates the influence of the adoption of AI tools on customer experience in e-commerce, with a focus on the mediating roles of customer satisfaction and customer loyalty. Based on the concepts of the Unified Theory of Acceptance and Use of Technology and the Expectation Confirmation Model, the research method is quantitative, with data from 206 valid survey responses. Data analysis using Partial Least Squares Structural Equation Modeling tested the hypothesized relationships among the constructs. It was found that AI tools have a significant impact on enhancing customer satisfaction and increasing customer loyalty, ultimately influencing overall customer experience. Partial mediation effects were also confirmed, indicating that the impact of AI tools on experience would primarily go through satisfaction and loyalty. This study contributes theoretically by extending prior literature in explaining experiential outcomes driven by AI. It also provides managerial implications for developing AI systems in e-commerce platforms, where efficiency improvements should be designed to foster emotional connections and lead to long-term customer loyalty.</span></p> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_18145845 |
| institution | Zenodo |
| language | |
| publishDate | 2026 |
| publisher | Zenodo |
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| spellingShingle | The Impact of Integrating Artificial Intelligence Tools on Customer Experience in E-Commerce Nguyen Duc Hoai Anh <p><span>The fast growth of technologies related to artificial intelligence (AI) has significantly changed e-commerce operations and how customers engage in such activities. This report investigates the influence of the adoption of AI tools on customer experience in e-commerce, with a focus on the mediating roles of customer satisfaction and customer loyalty. Based on the concepts of the Unified Theory of Acceptance and Use of Technology and the Expectation Confirmation Model, the research method is quantitative, with data from 206 valid survey responses. Data analysis using Partial Least Squares Structural Equation Modeling tested the hypothesized relationships among the constructs. It was found that AI tools have a significant impact on enhancing customer satisfaction and increasing customer loyalty, ultimately influencing overall customer experience. Partial mediation effects were also confirmed, indicating that the impact of AI tools on experience would primarily go through satisfaction and loyalty. This study contributes theoretically by extending prior literature in explaining experiential outcomes driven by AI. It also provides managerial implications for developing AI systems in e-commerce platforms, where efficiency improvements should be designed to foster emotional connections and lead to long-term customer loyalty.</span></p> |
| title | The Impact of Integrating Artificial Intelligence Tools on Customer Experience in E-Commerce |
| url | https://doi.org/10.5281/zenodo.18145845 |