Tạp chí
 
Năm 2026
 
Số 67, Kỳ 4, [08 - 2026] - Tiếng Anh

The impact of artificial intelligence technology on purchase decisions in B2C e-commerce: An electronic service quality perspective

DOI:10.46326/JMES.2026.67(4).11

  • Cơ quan:

    Hanoi University of Mining and Geology, Hanoi, Vietnam

  • *Tác giả liên hệ:
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  • Nhận bài: 18-02-2026
  • Sửa xong: 01-06-2026
  • Chấp nhận: 19-06-2026
  • Ngày đăng: 01-08-2026
Trang: 118 - 136
Lượt xem: 15
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Tóm tắt:

This study aims to examine customers’ responses to AI-enabled services during the shopping process on B2C e-commerce platforms in Vietnam from an electronic service quality perspective. Drawing upon Customer Experience Theory (CET) and the Stimulus–Organism–Response (S-O-R) framework, the study investigates the effects of AI-enabled service experiences on online purchase decisions while examining the mediating role of perceived electronic service quality and the moderating role of customers’ technology readiness. A quantitative research approach was employed, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings, based on a survey of 298 customers who had previously shopped and used AI-enabled services on B2C e-commerce platforms in Vietnam, indicate that the application of AI in service delivery can generate both positive and negative effects on purchase decisions through customers’ perceptions of electronic service quality. In addition, technology readiness was identified as a significant moderating factor that strengthens the relationship between AI-enabled service experiences and perceived electronic service quality. Based on the empirical findings, the study contributes to reinforcing the theoretical logic of the S-O-R framework and extending the explanatory power of Customer Experience Theory in the context of AI-enabled e-commerce. The study also provides several managerial implications for e-commerce platforms and online retailers regarding the implementation and personalization of AI-enabled services to enhance electronic service quality and stimulate customer purchasing behavior.

Trích dẫn
Chien Van Le, Trung Kien Pham và Thang Duc Nguyen, 2026. The impact of artificial intelligence technology on purchase decisions in B2C e-commerce: An electronic service quality perspective, Tạp chí Khoa học kỹ thuật Mỏ - Địa chất, số 67, kỳ 4, tr. 118-136.
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