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All Journal JISA (Jurnal Informatika dan Sains) Jurnal Transportasi Multimoda BUANA GENDER : Jurnal Studi Gender dan Anak Relevance: Journal of Management and Business
Rizqiana, Zulfanita Dien
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Humanities Computer Science & IT Control & Systems Engineering Economics, Econometrics & Finance Electrical & Electronics Engineering Social Sciences Transportation

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Journal : Relevance: Journal of Management and Business

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The Implementation of AI and Immersive Technology in E-Commerce: The Role of Customer Engagement as a Mediating Variable Aliyah, Kisti Nur; Rizqiana, Zulfanita Dien
Relevance: Journal of Management and Business Vol. 7 No. 1 (2024): (June-Issue)
Publisher : UIN Raden Mas Said Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22515/relevance.v7i1.9124

Abstract

The headway of information and communication technology has led to significant changes in various industries, particularly in e-commerce. The integration of artificial intelligence (AI) and immersive technologies such as augmented reality (AR) and virtual reality (VR) has created new opportunities for e-commerce to improve customer experiences. This study analyzes the effects of implementing AI and immersive technology in e-commerce, focusing on customer engagement as a mediating factor. A sample of 99 participants was examined and analyzed using PLS-SEM by SmartPLS 4 software, and the findings indicate that AI and immersive technology have a positive, significant impact on online purchase intention. Customer engagement cannot mediate the relationship between artificial intelligence and online purchase intention. However, it does mediate the relationship between immersive technology and online purchase intention. Keywords: Artificial Intelligence; Immersive technology; Customer Engagement; Purchase Intention; e-commerce
Co-Authors Akhsan, Izzat Muhammad Falantana, Alvian Anggi Kisti Nur Aliyah Maharani, Aninda Sabila Priyanto, Intan Indrasara Rizky Kusumawardani Septin Puji Astuti