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AI Technology and Online Purchase Intention: Structural Equation Model Based on Perceived Value

Sustainability (Basel, Switzerland), 2021-05, Vol.13 (10), p.5671 [Peer Reviewed Journal]

2021 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 2071-1050 ;EISSN: 2071-1050 ;DOI: 10.3390/su13105671

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  • Title:
    AI Technology and Online Purchase Intention: Structural Equation Model Based on Perceived Value
  • Author: Yin, Jiwang ; Qiu, Xiaodong
  • Subjects: Artificial intelligence ; Consumers ; Decision making ; Electronic commerce ; Empirical analysis ; Multivariate statistical analysis ; Research methods ; Technology ; Web sites
  • Is Part Of: Sustainability (Basel, Switzerland), 2021-05, Vol.13 (10), p.5671
  • Description: (1) Background: AI technology has been deeply applied to online shopping platforms to provide more accurate and personalized services for consumers. It is of great significance to study the different functional experiences of AI for consumers to improve the current application status of AI technology. (2) Method: Based on the “SOR” model, this study divides the AI technology experienced by the consumers of online shopping platforms into three dimensions: accuracy, insight, and interaction experience. The perceived value is taken as the mediating variable from the prospect of perceived utility value and perceived hedonic value. This article uses empirical research methods to analyze the effect of the three dimensions of online shopping AI experience to research the internal influence mechanism of consumers’ purchase intention. (3) Results: 1. The accuracy, insight, and interaction experience of AI marketing technology each have a significant positive impact on consumers’ perceived utility value and hedonic value; 2. Both the perceived utility value and perceived hedonic value obtained by an AI technology experience can promote the formation of consumers’ purchase intention; 3. The perceived hedonic value was better than perceived utility value at promoting the consumers’ purchase intention.
  • Publisher: Basel: MDPI AG
  • Language: English
  • Identifier: ISSN: 2071-1050
    EISSN: 2071-1050
    DOI: 10.3390/su13105671
  • Source: GFMER Free Medical Journals
    ROAD: Directory of Open Access Scholarly Resources
    ProQuest Central
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