How Artificial Intelligence and digital marketing shape online purchase intention: the mediating role of perceived value in Bangladesh’s e-commerce market

Mohammad Zubair, N and Haque, A. K. M. Ahasanul and Khan, Md Zonayet and Ahmed, Salma (2026) How Artificial Intelligence and digital marketing shape online purchase intention: the mediating role of perceived value in Bangladesh’s e-commerce market. International Journal of Business and Technology Management, 8 (3). pp. 849-865. E-ISSN 2682-7646

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Abstract

This study examines the impact of Artificial Intelligence (AI) and digital marketing on consumers’ purchase intention, with perceived value as a mediating variable, in the context of the Daraz online marketplace in Bangladesh. Using a quantitative research approach, data were collected through a structured questionnaire from 100 Daraz users in Chittagong. The data were analyzed using Partial Least Squares–Structural Equation Modelling (PLS-SEM) with SmartPLS 3.0. The findings reveal that artificial intelligence has a positive and significant effect on purchase intention but does not significantly influence perceived value. In contrast, digital marketing has a positive and significant impact on perceived value, while its direct effect on purchase intention is not significant. Perceived value is found to have a significant positive effect on purchase intention. Furthermore, mediation analysis shows that perceived value does not mediate the relationship between artificial intelligence and purchase intention, whereas it significantly mediates the relationship between digital marketing and purchase intention. This study contributes to the existing literature by highlighting the distinct roles of artificial intelligence and digital marketing in shaping consumer behaviour in an emerging e-commerce market. The findings offer practical insights for online marketplace managers in Bangladesh to enhance perceived value through effective digital marketing strategies in order to strengthen consumers’ purchase intentions.

Item Type:	Article (Journal)
Uncontrolled Keywords:	Artificial Intelligence; Digital Marketing; Perceived Value; Purchase Intention; E-commerce; Bangladesh
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences > Department of Business Administration Kulliyyah of Economics and Management Sciences
Depositing User:	Prof. Dr Ahasanul Haque
Date Deposited:	19 Oct 2026 09:51
Last Update:	19 Oct 2026 09:51
Queue Number:	2026-10-Q5659
URI:	http://irep.iium.edu.my/id/eprint/132010
Indexed In:	Google Scholar, MyCite

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