Journey of customers in this digital era: Understanding the role of artificial intelligence technologies in user engagement and conversion

Purpose The first research objective is to understand the role of digital [artificial intelligence (AI)] technologies on user engagement and conversion that has resulted in high online activities and increased online sales in current times in India. In addition, combined with changes such as social distancing and lockdown due to the COVID-19 pandemic, digital disruption has largely impacted the old ways of communication both at the individual and organizational levels, ultimately resulting in prominent social change. While interacting in the virtual world, this change is more noticeable. Therefore, the second research objective is to examine if a satisfying experience during online shopping leads to repurchase intention. Design/methodology/approach Using primary data collected from consumers in a developing economy (India), we tested the theoretical model to further extend the theoretical debate in consumer research. Findings This study empirically tests and further establishes that deploying AI technologies have a positive relationship with user engagement and conversion. Further, conversion leads to satisfying user experience. Finally, the relationship between satisfying user experience and repurchase intention is also found to be significant. Originality/value The uniqueness of this study is that it tests few key relationships related to user engagement during this uncertain period (COVID-19 pandemic) and examines the underlying mechanism which leads to increase in online sales.