Role of AI-integrated CRM in e-commerce success: examining mediating and moderating effects in select emerging Asian markets

Purpose The focus of this investigation is on how AI-enabled customer relationship management (CRM) boosts e-commerce in India, UAE, and Uzbekistan through mediating variables – “customer experience,” “perceived usefulness,” “perceived ease of use” and “attitude toward using.” This study aims to explore the moderating effect of gender on behavioral intention. Design/methodology/approach The present research draws from the “Information Systems Success Model,” “Technology Acceptance Model,” “Expectation-Confirmation Theory” and “Service-Dominant Logic.” The research uses quantitative approach based on a sample size of 401, deploying structural equation modeling with Smart PLS and python to evaluate mediation and moderation effects. Findings The results confirm that “perceived usefulness,” “perceived ease of use” and “attitude toward using” significantly mediate the relationship between AI-integrated CRM and behavioral intention to use. AI improves customer experience but indirectly affects behavioral intention. Predictive accuracy analysis shows that perceived usefulness and attitude toward AI are the most powerful predictors of adoption. Interestingly, males worry more about perceived usefulness and ease of use, while female users are more sensitive to experiential aspects. Practical implications Organizations now may need to take the lead to improve the usability and perceived benefit of AI embedded in CRM for adoption in the field. It also makes AI much more effective through CRM by customizing its real-time interaction with the customers. Originality/value This study aims to present a multitheoretical analysis of AI-enabled CRM adoption in the context of the emerging e-commerce markets in Asia. It emphasizes that AI efforts must move beyond automation into co-creation of values toward a customer-centric digital transformation.

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