Artificial intelligence is the magic wand making customer-centric a reality! An investigation into the relationship between consumer purchase intention and consumer engagement through affective attachment

Abstract

Artificial intelligence (AI) is revolutionizing consumer–provider interactions by changing the nature of online purchases. This study uses the social support theory to investigate consumer purchase intentions by combining AI technology, consumer social media engagement, and consumer experience. Online surveys are conducted with 467 Chinese social media users who had experience with online purchasing and AI technology. Partial Least Squares Structural Equation Modelling (PLS-SEM) is used to examine the data and proposed hypothesis. This study finds that AI positively affects consumer experience and consumer engagement on social media. Similarly, a positive relationship exists between social media engagement and consumer experience, leading to a more satisfied consumer and amplified purchase intentions. Additionally, affective attachment moderates the relationship between consumer satisfaction and purchase intention. The results reveal that AI can be used on social media to improve consumer experience and increase customer satisfaction levels and purchase intention. We also provide tips for developing flawless service business models. Marketers should explore making social media posts more engaging by using vibrant images and videos to attract customers and prompt them to create, circulate, and share said content on various social media networks.