Investigating the Impact of Artificial Intelligence on Customers' Purchase Intention with the Mediating Role of Customer Experience, Social Media Participation, and Customer Satisfaction

Authors

https://doi.org/10.22105/tqfb.v3i1.80

Abstract

The aim of this research is to investigate the impact of Artificial Intelligence (AI) technologies on customers' purchase intention in Iranian online stores, considering the mediating role of customer experience, social media participation, and customer satisfaction. The present study is applied in purpose and correlational-causal in method with a quantitative approach, conducted cross-sectionally in the year 2025-2026. The statistical population of the research consists of users of four leading Iranian online stores (Digikala, Mediseh, Digistyle, and Technolife), from whom 420 valid questionnaires were collected. The validity (content, convergent, and discriminant) and reliability (Composite Reliability (CR) coefficient and Cronbach's Alpha) of the questionnaires were confirmed. For data analysis, SPSS version 26 and Smart PLS version 3.3.3 software were used. The findings showed that AI has a positive and significant impact on customer experience and social media participation. Furthermore, customer experience has a positive and significant impact on customer satisfaction, and customer satisfaction also has a positive and significant impact on purchase intention. Additionally, AI indirectly strengthens purchase intention through customer satisfaction by increasing participation in social media and improving customer experience. These findings indicate that AI technologies play a key role in shaping customer experience, increasing participation in social media, and ultimately strengthening purchase intention in Iranian online stores.

Keywords:

Artificial intelligence, Purchase intention, Customer experience, Social media participation, Customer satisfaction

References

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Published

2026-02-28

Issue

Vol. 3 No. 1 (2026): Transactions on Quantitative Finance and Beyond

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How to Cite

Kaviani, M. (2026). Investigating the Impact of Artificial Intelligence on Customers’ Purchase Intention with the Mediating Role of Customer Experience, Social Media Participation, and Customer Satisfaction. Transactions on Quantitative Finance and Beyond, 3(1), 28-42. https://doi.org/10.22105/tqfb.v3i1.80
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