บทบาทของปัญญาประดิษฐ์และระบบแนะนำสินค้าในการสร้างประสบการณ์ลูกค้า  ความไว้วางใจที่ส่งผลต่อความตั้งใจซื้อในแพลตฟอร์มอีคอมเมิร์ซ

Naruchon  Thanajitcha; Samran  Booncharoen; Kotchaporn  Jaiaodton; Onnitcha  Thossata

Authors

Naruchon Thanajitcha Faculty of Business Administration and Information Technology, Nakhonratchasima College
Samran Booncharoen Faculty of Business Administration and Information Technology, Nakhonratchasima College
Kotchaporn Jaiaodton Faculty of Business Administration and Information Technology, Nakhonratchasima College
Onnitcha Thossata Faculty of Education, Nakhonratchasima College

Keywords:

Artificial Intelligence, Product Recommendation Systems, Customer Experience, Online Trust, Online Purchase Intention

Abstract

This study aimed to: (1) investigate the roles of artificial intelligence (AI) and product recommendation systems in shaping customer experience and trust affecting purchasing intention on e-commerce platforms; (2) analyze the relationships among the role of AI, product recommendation systems, customer experience, trust, and e-commerce purchasing intention; and (3) develop a predictive equation for consumers’ e-commerce purchasing intention. The sample consisted of 400 consumers who had previously used e-commerce platforms. Data were collected using a questionnaire and analyzed using descriptive statistics, Pearson’s product–moment correlation coefficient, and stepwise multiple regression analysis. The findings revealed that consumers’ perceptions of customer experience and e-commerce trust were at a high level, whereas their perceptions of the role of AI, product recommendation systems, and e-commerce purchasing intention were at a moderate level. The correlation analysis indicated that product recommendation systems and the role of AI were negatively correlated with e-commerce purchasing intention, while customer experience was positively correlated with e-commerce purchasing intention (r = .198, p < .01). The stepwise multiple regression analysis demonstrated that the four predictor variables collectively predicted e-commerce purchasing intention at a statistically significant level, accounting for 41.50% of the variance (R² = .415).

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