EXPLORING THE ROLE OF ARTIFICIAL INTELLIGENCE IN ONLINE CUSTOMER SERVICE: AN EMPIRICAL STUDY IN VIETNAM’S E-COMMERCE LANDSCAPE
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F23%3A63568098" target="_blank" >RIV/70883521:28120/23:63568098 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
EXPLORING THE ROLE OF ARTIFICIAL INTELLIGENCE IN ONLINE CUSTOMER SERVICE: AN EMPIRICAL STUDY IN VIETNAM’S E-COMMERCE LANDSCAPE
Original language description
In recent times, there has been a notable advancement in technology and its widespread integration into the daily routines of individuals. The proliferation and significance of artificial intelligence (AI) have had a profound impact on various foundational domains, such as customer service within the realm of online retail platforms. This study utilized a sample of 303 participants residing in Ho Chi Minh City, Vietnam, who completed questionnaires. The research employed structural equation modeling (SEM) to examine the association between AI quality, encompassing AI information quality and AI system quality, perceived risk, and customer satisfaction, in relation to the young generation’s intention to continue using AI. The study’s findings indicate a clear relationship between the quality of AI and the intention of online users to continue using the AI service. The desire of shoppers to repeat an AI service is highly influenced by customer happiness, which acts as an independent variable or mediator. On the other hand, the influence of perceived risk on AI continuing intention is negligible in both the direct relationship and the mediating function. The subsequent section of this study examines the theoretical and managerial consequences.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
Others
Publication year
2023
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Conference proceedings 6th International Conference on Contemporary Issues in ECONOMICS, MANAGEMENT AND BUSINESS
ISBN
978-604-3-30939-3
ISSN
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e-ISSN
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Number of pages
13
Pages from-to
719-741
Publisher name
NATIONAL ECONOMICS UNIVERSITY PUBLISHING HOUSE
Place of publication
Hanoi
Event location
Hanoj
Event date
Nov 23, 2023
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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