Table 1 Measurement model Construct Item...

Table 1

Measurement model

Construct	Item	Loading	AVE	CR
Artificial Intelligence			0.55	0.90
	Perceived usefulness
	I often find product or service information on s-commerce that matches my preferences	0.743
	AI technology in social commerce makes it easier for me to shop	0.774
	AI technology in social commerce will make sellers more productive	0.735
	AI technology in social commerce will improve my shopping skills	0.565
	Perceived ease of use
	My interaction with the AI was very clear and easy to understand	0.772
	I believe the AI easily answered my questions	0.735
	Overall, I believe the system is easy to use	0.785
	I easily understood the AI system in social commerce	0.775
Utility value	With AI support, online shopping can save me more time	0.865	0.68	0.91
	With AI support, online shopping can save me money	0.86
	Shopping on AI-powered social commerce platforms increases my shopping efficiency	0.847
	AI marketing technology can provide me with options, making it more convenient	0.769
	With the support of AI marketing technology, shopping becomes more convenient	0.784
Hedonic value	With the support of AI technology, online shopping makes me feel thrilled	0.737	0.69	0.90
	With the support of AI technology, online shopping makes me feel very relaxed	0.803
	With AI support, online shopping can increase my desire to shop	0.88
	With AI technology, it can spark my curiosity and surprise me	0.901
Satisfaction	I am satisfied with using my favourite social commerce	0.703	0.70	0.88
	I am pleased with using my favourite social commerce	0.894
	I am happy with my favourite social commerce	0.905
Repurchase intention	I will consider this social commerce platform as my first choice for purchasing similar products in the future	0.763	0.63	0.83
	I intend to continue purchasing products from this social commerce platform	0.811
	I will return to this social commerce platform to purchase similar products in the future	0.802
Social presence	I felt a sense of human contact when interacting with the online agent	0.585	0.54	0.85
	Even though I could not see the agent in real life, there was a sense of human warmth	0.831
	When interacting with the virtual assistant, there was a sense of sociability	0.737
	I felt there was a person who was a real source of comfort to me	0.773
	I felt there was a person who is around when I am in need	0.725

Construct	Item	Loading	AVE	CR
Artificial Intelligence			0.55	0.90
	Perceived usefulness
	I often find product or service information on s-commerce that matches my preferences	0.743
	AI technology in social commerce makes it easier for me to shop	0.774
	AI technology in social commerce will make sellers more productive	0.735
	AI technology in social commerce will improve my shopping skills	0.565
	Perceived ease of use
	My interaction with the AI was very clear and easy to understand	0.772
	I believe the AI easily answered my questions	0.735
	Overall, I believe the system is easy to use	0.785
	I easily understood the AI system in social commerce	0.775
Utility value	With AI support, online shopping can save me more time	0.865	0.68	0.91
	With AI support, online shopping can save me money	0.86
	Shopping on AI-powered social commerce platforms increases my shopping efficiency	0.847
	AI marketing technology can provide me with options, making it more convenient	0.769
	With the support of AI marketing technology, shopping becomes more convenient	0.784
Hedonic value	With the support of AI technology, online shopping makes me feel thrilled	0.737	0.69	0.90
	With the support of AI technology, online shopping makes me feel very relaxed	0.803
	With AI support, online shopping can increase my desire to shop	0.88
	With AI technology, it can spark my curiosity and surprise me	0.901
Satisfaction	I am satisfied with using my favourite social commerce	0.703	0.70	0.88
	I am pleased with using my favourite social commerce	0.894
	I am happy with my favourite social commerce	0.905
Repurchase intention	I will consider this social commerce platform as my first choice for purchasing similar products in the future	0.763	0.63	0.83
	I intend to continue purchasing products from this social commerce platform	0.811
	I will return to this social commerce platform to purchase similar products in the future	0.802
Social presence	I felt a sense of human contact when interacting with the online agent	0.585	0.54	0.85
	Even though I could not see the agent in real life, there was a sense of human warmth	0.831
	When interacting with the virtual assistant, there was a sense of sociability	0.737
	I felt there was a person who was a real source of comfort to me	0.773
	I felt there was a person who is around when I am in need	0.725

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