Revealing the Mysteries Behind Repurchase Intentions and Personalization: The Moderating Impact of AI on Elevating Customer Relationships in the Era of Personalized Electronics

AI advancement in recent times has altered thoughts and life in many ways considering its importance in enhancing the technological world. The following research questions will be used to guide this study: What pitfalls of Indian customers affect the use of AI while repurchasing electronic products? This research employed a quantitative research approach and administered self-completed questionnaires on 450 customers of electronics shops in Vellore, Tamil Nadu, India to validate the proposed hypotheses. There are three procedures which were employed in development of the instrument for measuring the latent variables in the quantitative analysis. These were pre-testing of items, ensuring the objectives match the items, and translation followed by back-translation. The application of Amos software was employed in conducting the confirmatory factor analysis on the research model. Exact data analysis was performed by applying Structural Equation Modelling (SEM). Collectively, the findings of the research showed that the effectiveness of artificial intelligence (AI) mediated the relationship between RBI incentives; customer trust, knowledge sharing, and service value, and repurchase behavior.