Boosting customers’ e-word of mouth in online shopping platforms: the role of artificial intelligence through a mixed-methods approach − a Vietnamese perspective

Abstract

Purpose: Anchoring on the social exchange theory (SET), this study aims to examine the impact of artificial intelligence (AI) on customer behavior within the e-commerce sector. This study investigates the interconnections between perceived benefits of AI, customer trust, customer satisfaction and electronic word of mouth (eWOM). Design/methodology/approach: A mixed-methods approach was used in the Vietnamese e-commerce context. A quantitative survey of 291 respondents was conducted to examine the proposed relationships, while qualitative research involving semistructured interviews with 10 participants provided deeper insights. Thematic analysis of the interview data enriched and validated the quantitative findings, offering a holistic understanding of the phenomena. Findings: The quantitative analysis indicates that perceived benefits of AI do not directly affect eWOM; however, they significantly influence eWOM indirectly via trust and customer satisfaction, which serve as full mediators. The qualitative findings reveal three primary themes: the impact of AI’s perceived advantages on trust and satisfaction, the indirect connection between AI’s benefits and eWOM and the mediating functions of trust and satisfaction within this framework. Originality/value: This research addresses a gap in existing literature by analyzing the influence of AI on consumer behavior in a developing market, specifically focusing on Vietnam as a case study. The integration of quantitative and qualitative methods provides a comprehensive framework for analyzing AI-mediated customer interactions. The findings contribute to the theoretical framework of SET within the realm of AI, while also offering practical insights for businesses and policymakers. They emphasize strategies aimed at improving customer trust, satisfaction and eWOM in the context of e-commerce through the application of AI. © 2025, Emerald Publishing Limited.