EXPLORING THE ROLE OF ARTIFICIAL INTELLIGENCE IN ONLINE CUSTOMER SERVICE: AN EMPIRICAL STUDY IN VIETNAM’S E-COMMERCE LANDSCAPE

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

EXPLORING THE ROLE OF ARTIFICIAL INTELLIGENCE IN ONLINE CUSTOMER SERVICE: AN EMPIRICAL STUDY IN VIETNAM’S E-COMMERCE LANDSCAPE

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

EXPLORING THE ROLE OF ARTIFICIAL INTELLIGENCE IN ONLINE CUSTOMER SERVICE: AN EMPIRICAL STUDY IN VIETNAM’S E-COMMERCE LANDSCAPE

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2023

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

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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Počet stran výsledku

13

Strana od-do

719-741

Název nakladatele

NATIONAL ECONOMICS UNIVERSITY PUBLISHING HOUSE

Místo vydání

Hanoi

Místo konání akce

Hanoj

Datum konání akce

23. 11. 2023

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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