The Impact of Artificial Intelligence in Customers' Islamic Mobile Banking Using Intention

With artificial intelligence (AI) transforming online shopping, understanding its impact on consumer behavior is crucial. This study investigated how AI influences customers' perceived enjoyment, perceived usefulness, and purchase intention through mobile devices. The technology acceptance model and stimulus-organism-response framework provided theoretical grounding. An online survey of 241 Vietnamese online shoppers examined these effects. Results showed AI positively influenced both perceived enjoyment and usefulness. Enjoyment and usefulness perceptions positively affected purchase intention, with enjoyment having a slightly stronger impact. AI also directly increased purchase intention beyond just influencing perceived enjoyment and usefulness. For practice, they highlight the importance of AI in enhancing enjoyment and usefulness perceptions to increase conversion rates. Overall, AI appears to provide an infrastructure facilitating online purchases irrespective of specific perceptions. The research contributes by unpacking AI's multifaceted role in online shopping behavior.