Related Articles ( Technology Acceptance Model (TAM) )
AI-Driven Omnichannel Integration and Online Customer Engagement Intention: Exploring the Mediating Role of Perceived Usefulness and Ease of Use through the TAM Lens
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 ...