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Purpose This study aims to explore, confirm and verify the use of artificial intelligence (AI) in social commerce to influence perceived value. This model proposes social presence as a moderator between perceived value and satisfaction. Design/methodology/approach This study employed a deductive approach and a quantitative research design. Data were collected from 309 social commerce users in Indonesia and analyzed using AMOS to test the covariance-based structural equation modelling technique. Findings The results indicate that the use of AI in terms of perceived usefulness and ease of use can increase perceived value. The moderating role of social presence can also strengthen the relationship between perceived value and satisfaction. Practical implications Companies can utilize AI-driven customer journey mapping to predict consumer behaviour while providing hybrid services to maintain emotional value in interactions. Furthermore, AI-based co-creation platforms can involve consumers in product or campaign design, thereby strengthening loyalty and creating competitive differentiation. Originality/value These findings present a novel concept, highlighting social presence as a factor that enhances understanding of how customer-perceived value translates into satisfaction in the context of AI use.
Angga Febrian (Tue,) studied this question.