Abstract

Objectives: This study aims to investigate how AI-driven omnichannel integration influences online customer engagement intention, drawing on the Technology Acceptance Model (TAM). Specifically, it examines the mediating roles of perceived usefulness and perceived ease of use in shaping customers' engagement intentions across digital channels. Methods: A quantitative research design was employed, using survey data collected from online consumers who interact with AI-enabled retail platforms. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the hypothesized relationships derived from TAM. Results: The results indicate that AI-driven omnichannel integration positively affects both perceived usefulness and perceived ease of use, which in turn significantly enhance online customer engagement intention. Furthermore, perceived usefulness demonstrates a stronger mediating effect than perceived ease of use in explaining customer engagement behavior. Conclusions: The study highlights the pivotal role of AI technologies in enhancing customer experience through seamless channel integration. It extends the TAM framework to the omnichannel context, providing managerial insights on how to leverage AI to enhance user perceptions and foster engagement in digital environments.