AI Personalization, Brand Experience, and Religiosity in Indonesian Muslim E-Commerce
This study explores how AI-enabled features, interaction, information, accessibility, and customization influence brand experience, brand preference, and repurchase intention in Indonesia’s Muslim fashion e-commerce. Guided by the Stimulus-Organism-Response (S-O-R) framework, AI functionalities are conceptualized as stimuli, brand experience as the internal state, and preference and repurchase as behavioral responses. Religiosity is introduced as a moderator, […]
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