DOI: https://doi.org/10.14710/dijb.8.2.2025.171-182

The role of user engagement moderation in increasing the influence of artificial intelligence on trust and satisfaction in social commerce

Department of Management, Faculty of Economic and Business, Universitas Lampung, Indonesia

Open Access Copyright 2026 Diponegoro International Journal of Business under http://creativecommons.org/licenses/by-sa/4.0.

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Abstract
This study aimed to investigate the role of artificial intelligence in increasing trust and satisfaction in social commerce. The moderating role of user engagement was also explored to determine the influence of these two variables. A quantitative method employing a structural equation modeling approach was used to analyze a sample of 384 social commerce user respondents in Indonesia. The study involved two stages: a measurement model and a structural model. The results confirmed that artificial intelligence has a significant influence on trust and satisfaction, which in turn have implications for repurchase intention. User engagement also strengthened the relationship between artificial intelligence and trust, but not satisfaction. These findings suggest that optimizing artificial intelligence and enhancing user engagement are crucial strategies for digital businesses to foster trust, which in turn influences consumer repurchase intention. Increasing user engagement through engaging interactions and AI-based personalization can strengthen the influence of artificial intelligence on trust. These results provide new insights, particularly in social commerce, in positioning artificial intelligence not merely as a tool to facilitate consumers, but rather, the technology must be able to engage consumers to maximize its benefits.
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Keywords: artificial intelligence; engagement; social commerce; satisfaction; repurchase intention

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