Beyari Hasan
Department of Administrative and Financial Sciences, Applied College, Umm Al-Qura University, Makkah, Saudi Arabia.
Front Artif Intell. 2025 Apr 30;8:1541678. doi: 10.3389/frai.2025.1541678. eCollection 2025.
This study investigated the effect of artificial intelligence on e-customer loyalty in the Saudi Arabian e-commerce market. It evaluates five important variables: social media exposure, product recommendation, brand preference, purchase intention, and e-customer loyalty. The study espoused primary research methodologies by employing a questionnaire and surveying East, West, and Central Saudi Arabia. The sample size was 157 respondents, a blend of males, females, and persons of all ages. We developed a structural equation model based on six hypotheses. Ultimately, the study provided evidence that led to the confirmation of the hypotheses. We obtained credible scores in assessing the measurement model where we considered indicator reliability (0.920), internal consistency-Cronbach's alpha (0.902), and convergent reliability - measured by Average Variance Extracted (0.765). The model fit indices indicated the model's chi-square score was 514.355 and a CMIN/DF of 3.117. The study found that AI, particularly social media exposure and product recommendations, strongly influences Saudi e-customer loyalty. The positive association between social media exposure, purchase intention, and brand preference reveals how focused material affects customer behavior. We conclude that the model is statistically significant and that all hypotheses are supported. The implication is that artificial intelligence is a valid strategy for attaining customer loyalty on e-commerce platforms.
本研究调查了人工智能对沙特阿拉伯电子商务市场中电子客户忠诚度的影响。它评估了五个重要变量：社交媒体曝光度、产品推荐、品牌偏好、购买意愿和电子客户忠诚度。该研究采用问卷调查法，对沙特阿拉伯东部、西部和中部地区进行了调研，采用了主要的研究方法。样本量为157名受访者，涵盖男性、女性和各年龄段人群。我们基于六个假设构建了一个结构方程模型。最终，该研究提供了证实这些假设的证据。在评估测量模型时，我们获得了可靠的分数，其中我们考虑了指标可靠性（0.920）、内部一致性——克朗巴哈系数（0.902）以及通过平均提取方差测量的收敛可靠性（0.765）。模型拟合指数表明该模型的卡方分数为514.355，CMIN/DF为3.117。研究发现，人工智能，尤其是社交媒体曝光度和产品推荐，对沙特电子客户忠诚度有强烈影响。社交媒体曝光度、购买意愿和品牌偏好之间的正相关揭示了有针对性的内容如何影响客户行为。我们得出结论，该模型具有统计学意义，所有假设均得到支持。这意味着人工智能是在电子商务平台上获得客户忠诚度的有效策略。
