Exploring the influence of artificial intelligence technology on consumer repurchase intention: The mediation and moderation approach

• Published in: Technology in society 2023-02, Vol.72, p.102190, Article 102190
• Main Authors: Nazir, Sajjad, Khadim, Sahar, Ali Asadullah, Muhammad, Syed, Nausheen
• Format: Article
• Language: English
• Subjects: Artificial intelligence; Consumer engagement; Conversion rate optimization; Habit; Hospitality; Repurchase intention; Satisfying experience; Social media
• ISSN: 0160-791X; 1879-3274
• DOI: 10.1016/j.techsoc.2022.102190

Digital technologies have dramatically changed business practices and consumer buying behavior. This study integrates artificial intelligence technology, consumer engagement on social media, conversion rate optimization, and satisfying consumer experience to examine consumer repurchase intentions in the hospitality industry. Data was collected from 308 hotel customers from different regions of Oman who had an online hotel booking experience. SmartPLS was used to examine the data and proposed hypotheses. The findings of this study revealed that artificial intelligence technology positively influences consumer engagement on social media and conversion rate optimization. Similarly, consumer engagement on social media and conversion rate positively influence satisfying consumer experience, leading to increased consumer repurchase intentions. Finally, consumer habit positively moderates the relationship between satisfying consumer experience and repurchase intention. This study facilitated the understanding of artificial intelligence technology to influence consumer engagement on social media and conversion rate to boost consumer satisfaction and repurchase intention and offers suggestions for developing impeccable service business strategies. Marketers must think about making posts more interesting through videos, images, and animations, which will satisfy consumers, ultimately boosting their desire to use, share, and generate content on social media platforms for hospitality organizations. •Artificial intelligence (AI), Satisfying Consumer experience and repurchase intention in the hotel sector.•Consumer engagement on social media and conversion rate optimization for analyzing customer repurchase intention.•Moderation effect of customer habit on satisfying consumer experience and repurchase intention.•Customers have a satisfying experience with artificial intelligence deployment thuswant to rebook hotels through websites.