HARNESSING ARTIFICIAL INTELLIGENCE FOR REPURCHASE INTENTION: THE MEDIATING ROLE OF SOCIAL PLATFORMS AND CONSUMER EXPERIENCE

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Published: 2026-04-13
DOI: https://doi.org/10.46281/bjmsr.v11i2.2850
Keywords:
Artificial Intelligence, Customer, Experience, Repurchase, Social

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Sajeeb Kumar Shrestha
Associate Professor, Faculty of Management, Tribhuvan University, Kathmandu, Nepal
https://orcid.org/0000-0002-5227-771X
Krishna Prasad Pandey
PhD Scholar, Faculty of Environmental Management, Prince of Songkla University, Hat Yai, Thailand
https://orcid.org/0009-0006-5257-0584
Sanket Shrestha
Student, Computer Science with Artificial Intelligence, Birmingham City University, United Kingdom
https://orcid.org/0009-0000-1901-1285
Sabita Karki
Student, Faculty of Management, Tribhuvan University, Kathmandu, Nepal
https://orcid.org/0009-0007-5991-1254
Dipak Mahat
Student, Faculty of Management, Tribhuvan University, Shanker Dev Campus, Kathmandu, Nepal
https://orcid.org/0000-0003-0540-1180

Abstract

Rapid advancements in artificial intelligence (AI) technologies have substantially transformed online service processes in the digital travel and flight booking industry, where customer interaction, conversion efficiency, and experience are critical drivers of repurchase intention. This study examines the direct and indirect effects of AI technology on repurchase intention by incorporating customer interaction in service processes (CISP), conversion rate optimization (CRO), and customer experience satisfaction (SCE) as mediating variables. Adopting descriptive and causal-comparative research designs, data were collected from 480 respondents in the Kathmandu Valley who had booked flights online within the preceding six months, using a convenience sampling technique. Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed for data analysis. The results indicate that AI technology has a significant positive effect on customer interaction (β = 0.349, t = 2.784, p < 0.001) and conversion rate optimization (β = 0.516, t = 1.995, p < 0.001). Customer interaction significantly influences customer experience (β = 0.567, t = 3.706, p = 0.004), while conversion rate optimization also has a strong positive effect on customer experience (β = 0.458, t = 5.856, p < 0.001). Satisfying customer experience significantly predicts repurchase intention (β = 0.419, t = 1.991, p < 0.001). However, the direct effect of AI technology on repurchase intention is not statistically significant (β = −0.063, t = 0.801, p = 0.451). Mediation analysis confirms full mediation, as AI technology indirectly influences repurchase intention through CRO and SCE (β = 0.402, t = 2.743, p = 0.048) and through CISP and SCE (β = 0.302, t = 3.006, p = 0.005). Overall, the model explains 47.3% of the variance in repurchase intention, demonstrating that AI-driven service features enhance repeat purchase behaviour primarily through improved interactions, optimized conversion processes, and satisfying customer experiences, rather than through a direct effect.


JEL Classification Codes: M31, M15, O33.

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Article Details

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Vol. 11 No. 2 (2026): Continuous Publication

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Research Paper/Theoretical Paper/Review Paper/Short Communication Paper
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Author Biographies

Sajeeb Kumar Shrestha , Associate Professor, Faculty of Management, Tribhuvan University, Kathmandu, Nepal

Sajeeb Kumar Shrestha is an Associate Professor at Tribhuvan University, specializing in Marketing. He currently serves as Research Director at Shanker Dev Campus, a constituent campus of TU, overseeing research initiatives and mentoring faculty and students. Sajeeb has published numerous articles in indexed, international, and national journals, focusing on consumer behavior, strategic marketing, and market analytics. He holds a PhD in Marketing and brings over 21 years of teaching and research experience. His work bridges academic research and practical business applications, contributing to both education and industry development.

Krishna Prasad Pandey , PhD Scholar, Faculty of Environmental Management, Prince of Songkla University, Hat Yai, Thailand

Krishna Prasad Pandey is currently pursuing a PhD at Prince of Songkla University, Thailand. He serves as a faculty member at GoldenGate International College and Shanker Dev Campus, bringing over 22 years of teaching experience. An expert in Financial Accounting, Krishna Prasad has published several books on financial accounting and analysis, contributing significantly to academic literature and professional practice in his field.

Sanket Shrestha, Student, Computer Science with Artificial Intelligence, Birmingham City University, United Kingdom

Sanket Shrestha is currently pursuing studies in Computer Science with Artificial Intelligence at Birmingham City University and is in his internship phase. He is gaining hands-on experience in Python programming and machine learning, developing practical skills in AI model implementation, data analysis, and algorithm development. Sanket is actively applying his academic knowledge to real-world projects, building expertise in AI-driven solutions and computational problem-solving.

Sabita Karki , Student, Faculty of Management, Tribhuvan University, Kathmandu, Nepal

Sabita Karki has completed her MPhil from Tribhuvan University, Faculty of Management. She is currently working in the corporate sector in Kathmandu, applying her academic knowledge to practical business challenges. With over two years of professional experience, Sabita leverages her expertise in management and business practices to contribute to organizational growth, strategic decision-making, and operational efficiency.

Dipak Mahat , Student, Faculty of Management, Tribhuvan University, Shanker Dev Campus, Kathmandu, Nepal

Dipak Mahat is a researcher currently pursuing a D.Litt. in HRM‑AI from the Institute of Research & Innovation, APU, India, where he is actively involved in HRM‑AI research. He serves as Research Director at the Nepal Philosophical Research Center, Kathmandu, Nepal, contributing to multidisciplinary research initiatives, and is a faculty member at Shanker Dev Campus. Dipak has published numerous articles in indexed, international, and Nepalese peer‑reviewed journals on topics such as AI policy, management research, and bibliometric analysis. He holds a PhD and PDF, and brings over eight years of teaching and research experience, including editorial responsibilities in academic journals.

How to Cite

Shrestha , S. K. ., Pandey , K. P., Shrestha, S. ., Karki , S. ., & Mahat , D. . (2026). HARNESSING ARTIFICIAL INTELLIGENCE FOR REPURCHASE INTENTION: THE MEDIATING ROLE OF SOCIAL PLATFORMS AND CONSUMER EXPERIENCE. Bangladesh Journal of Multidisciplinary Scientific Research, 11(2), 17-27. https://doi.org/10.46281/bjmsr.v11i2.2850
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