Emerging Role of Mediators in AI-Driven E-Commerce Transformation

This study aims to investigate how AI adoption affects customer experience and e-commerce efficiency, applying Structural Equation Modeling. Using responses from 678 participants with different backgrounds, this research validates both first-order measurement models and second-order reflective models, affirming both the reliability and robustness of the constructs. Among the findings are: AI adoption has a direct positive impact on customer engagement and boosts operational workflows. AI adoption also acts through the mediating roles of customer trust, ease of use, operational efficiency, and data-driven decision-making to enhance e-commerce performance. Results show that AI adoption improved operational workflows by facilitating customer engagement and enhancing business intelligence. This study paves the way in the theoretical discourse on AI's role in digital commerce while providing endorsement on the part of businesses endeavoring to dwell on AI-based innovations for sustainable development and competitive advantage.