Exploring the Influence of Smart Applications And Website Service Quality by Smart PLS Software on Continuous Online Shopping Intention

With the development and popularity of the Internet, consumers can search for information conveniently and rapidly through the Internet. Website service quality has been improving and advancing with the application of artificial intelligence (AI) and big data, leading to the pivotal role of smart applications in shopping. Nowadays, website service quality has become one of the crucial criteria for enterprises. Therefore, we examine the influence of smart applications and website service quality on consumers' online shopping decisions and analyze the effect of expectation confirmation theory on consumer satisfaction and online shopping intention. We collected data from people with online shopping experiences, using questionnaires and Smart PLS for empirical data analysis and validation. A total of 217 valid questionnaires were collected. The results of the analysis show that smart applications, website service quality, and consumer confirmation have a positive impact on consumer satisfaction. Also, consumer satisfaction affects the willingness to continue online shopping. However, the fulfillment of the AI technology and the web service quality in the subdivision of the intelligence application is not supported by those factors. Hence, the results of this study suggest that the operators of shopping sites create excellent shopping sites and service quality to enhance consumer satisfaction and develop membership system management, which gives superiority over competitors.