Impact of Artificial Intelligence on Customer Experience in a Digital Economy: A Study of Nigeria’s E-Commerce Platforms

Abstract

The kind of artificial intelligence (AI) identified by this study is AI-powered Intelligent customer service robot. This survey research used an AI technology-based model to explore the different factors impacting on customer experience towards e-retailing in the Nigeria e-commerce platforms. The main objective was to examine, analyze and understand the experience of customers and help them to accept artificial intelligence technology. A structural equation model (SEM) and logistic regression model were formulated, with indicators of customer experience that demonstrate the integration of artificial intelligence in retailing by the Nigeria e-commerce platforms. This study has further explored customer perceived privacy, perceived convenience and personalization as constructs which are explanatory variables that enhance the applicability of artificial intelligence in the Nigeria digital economy. The study found that different artificial intelligence service types have a direct impact on customer experience: consumers' adoption intention and consumers are much more willing to accept artificial intelligence in the digital economy. However, there are challenges of fighting cybercrimes within the Nigeria e-commerce platforms. The study recommends and concludes that artificial intelligence technology in e-commerce is conducive to the establishment of better customer relationship management and the promotion of digital economy.