Beyond AI Adoption: The Mediating Role of Customer Experience in the Relationship Between AI Recommendation Systems, AI Chatbot Quality, and Online Purchase Intention

Abstract

The rapid expansion of e-commerce in Indonesia has accelerated the adoption of artificial intelligence (AI)-based digital marketing tools, such as product recommendation systems and chatbots. However, their ability to directly influence consumer purchase intentions remains questionable. Grounded in the Theory of Planned Behavior (TPB), this study examines the effect of AI product recommendation systems and chatbot quality on online purchase intention, with customer experience as a mediating variable. Data were collected from a minimum target of 385 respondents via online questionnaires. Structural Equation Modeling (SEM) with SmartPLS 4 was employed to conduct descriptive analysis, outer model validation (using AVE, Cronbach’s Alpha, and Composite Reliability), and inner model evaluation (R², Q², and path coefficients), followed by hypothesis testing using p-values and t-statistics. The findings reveal that AI product recommendation systems and chatbot quality had no significant direct effect on online purchase intention. In contrast, customer experience exerted a significant direct influence and fully mediated the relationship between AI recommendation systems, chatbot quality, and purchase intention. Theoretically, these results highlight that mismatched recommendations and low-quality chatbot interactions generate negative consumer attitudes, reduce perceived control, and increase the dominance of social norms in shaping purchase decisions. This suggests the need to expand TPB by integrating a technological trust dimension in the digital commerce context. Practically, e-commerce companies should focus on developing more personalized, relevant recommendation systems and improving chatbot responsiveness, clarity, and interaction quality to build trust. Enhancing customer education about AI functionality and benefits is also essential for strengthening positive user experiences and encouraging online purchase intentions.