Artificial intelligence and its impact on consumer engagement

Abstract

In a constantly evolving market, where competition among companies is intense, the adoption of artificial intelligence has become an essential requirement to ensure the sustainability of any business. To illustrate research in this field, we based our study on the Technology Acceptance Model (TAM) and the Social Influence Theory as the theoretical foundation of our article. These frameworks demonstrate how technologies such as virtual reality, augmented reality, and chatbots enhance interactions with consumers. Such technologies increase both emotional and cognitive engagement, thereby promoting purchase intentions and brand loyalty. Based on a sample of 108 respondents and using a Partial Least Squares Structural Equation Modeling (PLS-SEM) approach, the study analyzes the mediating role of satisfaction and experience in the relationship between AI and engagement. The analyses reveal a significant and positive influence of AI on satisfaction and engagement. The study also highlights the methodological improvement achieved after removing the "Experience" variable, which showed low reliability. This removal strengthened the explanatory power of the model.

Classification JEL : M31

Paper type: Empirical Research