AI, Trust, and Digital Experience: What Drives Online Repurchase Intent?
Keywords:
nformation Quality, Trust in AI, Digital Shopping Experience, Repurchase Intention, ShopeeAbstract
The rapid integration of Artificial Intelligence (AI) within the e-commerce ecosystem has fundamentally redefined how personalization strategies drive consumer behavior and platform loyalty. This study aims to analyze the influence of information quality and trust in AI systems on the digital shopping experience and repurchase intention among Shopee users in Indonesia. Using a quantitative approach and Structural Equation Modeling-Partial Least Squares (SEM-PLS), primary data were gathered from 187 active respondents in Banjarmasin through a structured online survey. The findings reveal that information quality, characterized by accuracy and relevance, serves as the primary foundation for building a positive digital experience perception. Statistical results confirm that while digital shopping experience directly influences repurchase intention, trust in the AI system acts as a crucial psychological bridge and significant mediator. Specifically, trust in AI has a strong direct impact on repurchase decisions (path coefficient 0.318), emphasizing that user confidence in the integrity of automated features is a primary determinant of loyalty. The model demonstrates substantial predictive capacity, explaining 53.5% of the variance in repurchase intentions. This research concludes that e-commerce platforms must prioritize algorithmic transparency and data security to mitigate perceived risks associated with AI’s black box nature, thereby sustaining customer retention in competitive digital markets.
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