Proceedings of the 5th International Conference on New Media Development and Modernised Education (NMDME 2025)

A Study on the Influence of AI-Enhanced Online Store Service Quality on Customer Loyalty with Brand Trust as a Mediating Variable

Authors
Tianqi Cao1, *
1Beijing Jiao Tong University, Beijing, 100044, China
*Corresponding author. Email: Caotianqi2002@163.com
Corresponding Author
Tianqi Cao
Available Online 29 December 2025.
DOI
10.2991/978-2-38476-523-2_16How to use a DOI?
Keywords
AI-enhanced service quality; customer loyalty; brand trust; SERVQUAL model
Abstract

With the proliferation of online shopping, the integration of artificial intelligence (AI) has significantly altered the dimensions of service quality and their impact on customer loyalty. This study constructs a dimension-model of AI-enhanced service quality—comprising system tangibility, data security, security, online store reliability, and automated responsiveness—and examines how it influences customer loyalty in online retail environments, with brand trust serving as a mediating variable. Data were collected from 291 valid respondents via a structured questionnaire based on established scales, analyzed through reliability testing, factor analysis, and regression modeling. Results indicate that AI-enhanced service quality positively influences both brand trust and customer loyalty, with brand trust partially mediating this relationship. Notably, dimensions such as system tangibility, data security, reliability, and automated responsiveness emerged as significant predictors, while AI-driven empathy demonstrated no substantial impact. This study provides practical insights for online retailers to optimize AI service capabilities, enhancing customer retention through trustworthy technological interactions.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 5th International Conference on New Media Development and Modernised Education (NMDME 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
29 December 2025
ISBN
978-2-38476-523-2
ISSN
2352-5398
DOI
10.2991/978-2-38476-523-2_16How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

TY  - CONF
AU  - Tianqi Cao
PY  - 2025
DA  - 2025/12/29
TI  - A Study on the Influence of AI-Enhanced Online Store Service Quality on Customer Loyalty with Brand Trust as a Mediating Variable
BT  - Proceedings of the 5th International Conference on New Media Development and Modernised Education (NMDME 2025)
PB  - Atlantis Press
SP  - 157
EP  - 164
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-523-2_16
DO  - 10.2991/978-2-38476-523-2_16
ID  - Cao2025
ER  -