Analysis of AI-enabled Service Quality and Personalization to Continuous Usage Intention

This study aims to identify the impact of Artificial Intelligent enabled (AI-enabled) service quality and Personalization on Continuous usage intention in the marketplace in Indonesia. There are seven variables (AI-enabled service quality, Personalization, AI User Experience, Trust, Perceived Value, User Satisfaction, and Continuous Usage Intention) and ten hypotheses in the research model. The Partial Least Squares Structural Equation Modeling (PLS-SEM) analytical approach evaluates hypotheses. There is 215 sample used in this study. The respondents are marketplace users in Indonesia; data was collected online with Purposive sampling in November 2021 in Indonesia. The results show that all hypotheses are significant. This study's result revealed how users' continuous usage intention is significantly affected by user satisfaction and the perceived value of the marketplace in Indonesia. Moreover, AI-enabled service quality and personalization also affect trust, perceived value, and user satisfaction.