Revolutionizing User Experience: How AI-Driven Interactivity Enhances Perceived Quality and Loyalty in E-Commerce

Abstract

Introduction: Artificial Intelligence is reshaping e-commerce by enabling personalized and responsive web interactions. In Morocco’s expanding digital environment, user-oriented technologies are increasingly integrated into online shopping platforms. Yet, it remains uncertain whether these systems align with Moroccan user expectations and behaviors in digital commerce.

Objectives: This study aims to investigate the influence of AI-powered interactivity on user experience in Moroccan e-commerce platforms. Specifically, it evaluates how these technologies affect perceived service quality, user satisfaction, and customer loyalty.

Methods: Using the Thüring & Mahlke UX framework, a mixed-method research design was implemented. Data was collected through surveys and interviews involving Moroccan e-commerce users. Analytical methods included both qualitative thematic analysis and quantitative statistical evaluation to assess the impact of interactivity on user perceptions.

Results: Findings indicate that AI-driven interactivity significantly improves the overall user experience by increasing satisfaction and fostering repeat visits. Users perceive higher service quality and exhibit stronger intentions to reuse platforms that integrate interactive AI features.

Conclusions: AI-enhanced interactivity emerges as a key factor in strengthening customer loyalty and engagement in Moroccan e-commerce. The study provides actionable insights for developers and business owners seeking to leverage AI for competitive advantage. It also contributes to the broader understanding of User Experience theory in emerging digital economies.