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

Jiwang Yin and Xiaodong Qiu
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Jiwang Yin: School of Economics and Management, Beijing Jiaotong University, Beijing 100044, China
Xiaodong Qiu: School of Economics and Management, Beijing Jiaotong University, Beijing 100044, China

Sustainability, 2021, vol. 13, issue 10, 1-16

Abstract: (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.

Keywords: artificial intelligence marketing; online shopping; perceived utility value; perceived hedonic value; purchase intention; SOR (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (14)

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