The Role of Artificial Intelligence in Forming Favorable Customer Attitudes on E-Commerce Websites

The research aims to explore the influence of artificial intelligence in increasing technological engagement and attitude toward the firm, which has implications for repurchase intention. In addition, the moderating effect of perceived effectiveness of e-commerce institutional mechanisms (PEEIM) was also explored. A quantitative method approach is used to investigate consumer behaviour from experiences using artificial intelligence technology in e-commerce. Data was collected from 242 e-commerce users using a structured questionnaire and personal interviews. Confirmatory factor analysis and structural equation modelling with the SEM tool AMOS 24 are used to test hypotheses. This research confirms that there is a significant influence between artificial intelligence and technology engagement and customer firm attitudes, contributing to repurchase intentions. The results also support the positive influence of high customer involvement on increasing repurchase intention. However, other results from the attitude toward the firm have an insignificant impact on repurchase intention. PEEIM also shows exciting results regarding its moderation effect. The company continues using AI-based data analysis to understand customer preferences and behavior to provide more relevant and personalized product recommendations. This study is the only one that explores the influence of AI by looking at each of its constituent dimensions, which can increase technology engagement and consumer attitudes towards websites. PEEIM moderation role will also strengthen the latest research results in the field of e-commerce.