The Impact of Artificial Intelligence Technology on Customer Purchase Intention in Social Commerce within Electrical Systems Applications

Abstract

With the rapid development of artificial intelligence technology, its application fields are becoming increasingly widespread. Artificial intelligence technology is also ubiquitous in today's most popular social commerce. The perfect combination of the two deeply affects the shopping experience and purchase intention of consumers. This article first elaborates on the current development of artificial intelligence technology and social commerce, and outlines the relationship between the two. Then, through literature review, we will sort out and study artificial intelligence technology, customer experience, customer expectations, customer purchase intention, perceived usefulness, perceived value, and relationships in social commerce, and propose hypotheses. Construct a model using PLS-SEM and analyze a questionnaire survey of 320 people using SPSS and SMART-PLS software. It has been found that artificial intelligence technology has an impact on customer purchase intention through customer experience and expectations in social commerce. Artificial intelligence technology influences customer purchase intention through their experience, perceived usefulness, and perceived value in social commerce. Artificial intelligence technology has an impact on customer purchase intention through customer experience and perceived usefulness in social commerce. Customer experience in social commerce influences customer purchase intention through customer expectations. The customer experience in social commerce has an impact on customer purchase intention through perceived usefulness and perceived value. The customer experience in social commerce has an impact on customer purchase intention through perceived usefulness.