The Role of Artificial Intelligence Constructs of Perceived Usefulness and Perceived Ease-Of-Use Towards Satisfaction and Trust, Which Influence Consumers’ Loyalty and Repurchase Intention of Sports Shoes in India

Abstract

This research is an attempt to address the impact of perceived usefulness, perceived ease of use, brand trust and customer satisfaction on brand loyalty and repurchase intention of sports shoes consumers making online purchases. The study finds out whether or not the artificial intelligence constructs of perceived usefulness and perceived ease of use have a positive impact on customer satisfaction, Trust, Brand Loyalty and Repurchase Intention. The questionnaire was adapted from previous studies and purposive sampling method was used to select a sample of 1000 consumers. SmartPLS software was used to analyze the data through PLS Algorithm technique. Based on data analysis, it was found out that mainly all, the hypothesis showed significant results but perceived usefulness did not affect Brand Trust and Customer Satisfaction. In addition, Brand Trust did not affect Brand Loyalty significantly. It was found that the customers will use the technology which is easy to use only if it’s beneficial to them as perceived ease of use has a positive impact on perceived usefulness.