The Impact of Customer Experience of Artificial Intelligence on Customer E-satisfaction, Customer Trust in Online Shopping and Customer Online Purchase Intention in the Insurance Industry (Case Study: Alborz Insurance)

The purpose of the present study is to investigate the impact of customer experience of artificial intelligence on customer electronic satisfaction, customer trust in online shopping, and customer online shopping intention in the insurance industry in Alborz Insurance Company. For the study, Alborz Insurance customers throughout Iran were the statistical population; to select a sample from this statistical population, a non-random sampling method was used. Thus, an electronic questionnaire was created and distributed among a number of Alborz Insurance customers through the Telegram channel, ETA, and the Instagram page, which were the admins of these virtual networks of Alborz Insurance agencies. After we reached ۳۸۵ completed questionnaires, we stopped distributing the questionnaire. The data collection tool was a standard questionnaire with ۱۸ questions for customers, the validity and reliability of which was confirmed and distributed among the statistical population. Data analysis was performed using descriptive statistics and inferential statistics. At the descriptive statistics level, indicators such as frequency and frequency percentage were used; at the inferential statistics level, correlation methods, structural equation modeling, and path analysis were used; For this purpose, SPSS and LISREL software were used. The results of the analysis indicated a positive and significant effect of customer experience of artificial intelligence on all three variables of the present study, namely electronic satisfaction, customer trust in online shopping, and customer intention to buy online. Both with the Pearson test and structural equations with a path coefficient of ۰.۸۱, customer experience of artificial intelligence had the greatest effect on customer intention to buy online. Artificial intelligence, in addition to increasing the quality of customer experience, has the ability to measure its extent and its effect on variables such as electronic satisfaction, customer trust in online shopping, and customer intention to buy online.

کلیدواژه ها:

Customer experience of artificial intelligence ، e-satisfaction ، online customer trust ، online purchase intention