The Mediating Role of Customer Satisfaction in the Effect of Artificial Intelligence-Enabled Chatbots on Online Shopping Experience and Repurchase Intention

Abstract

This study examines the impact of artificial intelligence (AI)-powered chatbots on the online shopping experience, customer satisfaction, repurchase intention, and the mediating role of customer satisfaction in this process. Data collected from online shoppers were analyzed to investigate the effects of interactions provided by AI-powered chatbots on customer satisfaction and the mediating role of customer satisfaction in repurchase intention. The study's population consists of consumers in Turkey who use AI-powered chatbots while shopping online. The Smart PLS 3 (Partial Least Squares) statistical software tested the hypotheses. The analysis results revealed that chatbots positively influence the online shopping experience. Additionally, the online shopping experience positively affects both repurchase intention and customer satisfaction. It was also found that online customer satisfaction positively influences online repurchase intention. Furthermore, online customer satisfaction was found to mediate the positive relationship between online shopping experience and online repurchase intention. Similarly, the online shopping experience was identified as a positive mediator between chatbots and online repurchase intention and customer satisfaction.