The Impact of Online Customer Experience on Repurchase Intention in the Context of Digital Transformation and the Prevalence of AI/Chatbots

This study aims to explore the impact of various aspects of online customer experience on trust, satisfaction, and repurchase intention in the context of digital transformation. Data were collected from 466 valid survey responses and analyzed using SPSS and SmartPLS. The findings indicate that components of online customer experience, including aesthetic experience, customer experience with online employees, community experience, user experience with ai chatbots, and personalized online experience, all exert positive effects on trust and satisfaction, which serve as critical mediators that foster repurchase intention. Notably, the study highlights the prominent role of advanced technological factors such as AI chatbots and personalization in enhancing the quality of digital experiences. These insights not only contribute to updating the theoretical framework of consumer behavior in online environments but also provide valuable implications for both academic research and marketing practice in the era of artificial intelligence.