The Impact of AI Features on Customer Satisfaction and Purchase Intention in the Bangladeshi Food Industry

The Impact of AI Features on Customer Satisfaction and Purchase Intention in the Bangladeshi Food Industry | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Research Article The Impact of AI Features on Customer Satisfaction and Purchase Intention in the Bangladeshi Food Industry Nazmoon Nahar, Ummah Tafsirun, Tipon Tanchangya, Kazi Omar Siddiqi, and 3 more This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-9161042/v1 This work is licensed under a CC BY 4.0 License Status: Under Review Version 1 posted 9 You are reading this latest preprint version Abstract The paper aims to explore how AI can influence customer satisfaction (CS) and lead to purchase intention (PI). It examined the effect of trust in AI (TRAI), AI transparency (AIT), AI personalisation (AIP), AI literacy (AIL), and AI perceived efficacy (AIPE) on CS. Moreover, the impact of CS on PI was also investigated. The study is grounded in the Technology Acceptance Model and the Unified Theory of Acceptance and Use of Technology (UTAUT) and blended with the Stimulus Organism Response (S-O-R) framework. In that case, it analyses the CS as a mediator between the formulated direct relationships. The convenience sampling technique was used in data collection by using social media platforms. A total of 410 food service app users completed the questionnaire. By excluding 57 incomplete and invalid forms, 353 customers' data were used to analyse by using Structural Equation Modelling through SmartPLS 4. The result revealed that TRAI, AIT, AIP, AIL, and AIPE have a positive and significant influence on CS. CS also shows a positive and significant relationship with PI. Moreover, it also finds that CS acts as a mediator among all the relationships except the relationship between AIL and PI. The paper adds knowledge to the existing literature by applying the TAM and UTAUT models to the S-O-R framework, especially from the Bangladeshi food industry perspective. It provides in-depth insights for the stakeholders, manufacturers, policymakers, and digital marketers on the necessary steps they can take. Customer satisfaction Purchase intention Food industry Trust Transparency Personalization AI literacy Full Text Additional Declarations No competing interests reported. Cite Share Download PDF Status: Under Review Version 1 posted Reviews received at journal 09 May, 2026 Reviews received at journal 04 May, 2026 Reviewers agreed at journal 13 Apr, 2026 Reviewers agreed at journal 07 Apr, 2026 Reviewers invited by journal 04 Apr, 2026 Editor invited by journal 27 Mar, 2026 Editor assigned by journal 26 Mar, 2026 Submission checks completed at journal 26 Mar, 2026 First submitted to journal 18 Mar, 2026 You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. We do this by developing innovative software and high quality services for the global research community. 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Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-9161042","acceptedTermsAndConditions":true,"allowDirectSubmit":false,"archivedVersions":[],"articleType":"Research Article","associatedPublications":[],"authors":[{"id":620672985,"identity":"558c220b-50b9-4f74-a997-247459d2bfd6","order_by":0,"name":"Nazmoon Nahar","email":"","orcid":"","institution":"Balakhal Maqbul Ahmed Degree College","correspondingAuthor":false,"prefix":"","firstName":"Nazmoon","middleName":"","lastName":"Nahar","suffix":""},{"id":620672986,"identity":"981ef2cc-cf76-4508-ad5c-1e0972a795da","order_by":1,"name":"Ummah Tafsirun","email":"","orcid":"","institution":"Sonargaon University","correspondingAuthor":false,"prefix":"","firstName":"Ummah","middleName":"","lastName":"Tafsirun","suffix":""},{"id":620672988,"identity":"f3ce40b6-a3bb-44f5-b4cd-910843472b46","order_by":2,"name":"Tipon Tanchangya","email":"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAZAAAAAyAQMAAABI0h/eAAAABlBMVEX///8AAABVwtN+AAAACXBIWXMAAA7EAAAOxAGVKw4bAAAA7ElEQVRIiWNgGAWjYDACZiS2BEMFSIS5Aa8OHogWA6iWMyAtjAS0MCBrYWwDUQS02LPzHnxcwPBHXt6B+eBt3nm10fztQC0/KrbhcRhfsvEMBgPDjQfYkq15tx3PnXGYsYGx58xtPFp4zKR5GAwSDBuADN5tx3IbgFqYGduI0sL/TZp3zrHc+URrkWfgYZPmbajJ3UBQy2GgX3gMjA03MLMZW845diB3I1DLQXx+Ye8/e/AxT4WcvHx788Mbb2rqcuedP3zwwY8K3FogMQOMFoPDYB6EPIBHPQM8MuUbwFQdfsWjYBSMglEwIgEAuBhLHgl9cKwAAAAASUVORK5CYII=","orcid":"","institution":"University of Chittagong","correspondingAuthor":true,"prefix":"","firstName":"Tipon","middleName":"","lastName":"Tanchangya","suffix":""},{"id":620672989,"identity":"740d071a-4816-4321-89b5-1ad7855380d8","order_by":3,"name":"Kazi Omar Siddiqi","email":"","orcid":"","institution":"Comilla University","correspondingAuthor":false,"prefix":"","firstName":"Kazi","middleName":"Omar","lastName":"Siddiqi","suffix":""},{"id":620672990,"identity":"30982f8d-7215-4b3a-8e50-2968053daa56","order_by":4,"name":"Kamron Naher","email":"","orcid":"","institution":"Presidency University","correspondingAuthor":false,"prefix":"","firstName":"Kamron","middleName":"","lastName":"Naher","suffix":""},{"id":620672991,"identity":"ecf93d85-4b65-4a7b-9eb7-b9fd74e63c10","order_by":5,"name":"Naimul Islam","email":"","orcid":"","institution":"University of Dhaka","correspondingAuthor":false,"prefix":"","firstName":"Naimul","middleName":"","lastName":"Islam","suffix":""},{"id":620672992,"identity":"973903c5-075e-43ee-80a1-dfc2c4946da0","order_by":6,"name":"Md. 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