When Innovation and Experiential Marketing Meet Intelligent Systems

This research contributes by employing the Technology Acceptance Model (TAM) to reassess the efficacy of innovation and experiential marketing within the context of intelligent systems.Accordingly, it focuses on customers with prior experience in consuming products or services related to intelligent systems and gathers primary data through an internet-based questionnaire survey.Additionally, perceived usefulness and perceived ease of use are incorporated as mediating variables to investigate the primary factors influencing customers' repurchase intention.Statistical methodologies utilized include descriptive statistics, factor analysis, reliability analysis, Structural Equation Modeling (SEM), and Fuzzy Set Qualitative Comparative Analysis (fsQCA).The SEM empirical findings indicate that both innovation and experiential marketing associated with intelligent systems positively impact customers' perceived usefulness and perceived ease of use.Moreover, customers' perceived usefulness positively influences their repurchase intention regarding intelligent systems.The fsQCA results reveal five configurations or sufficient conditions for achieving high repurchase intention with intelligent systems.