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

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.

PERVAINCONSA Scale to Measure the Consumer Behavior of Online Stores of MSMEs Engaged in the Sale of Clothing

“…Value perception is defined as the judgment made by the consumer regarding the feeling he/she experiences (positive or negative), after buying online and comparing the price paid with the product received [16]. The value perceived by customers is affected by the expectations created by the benefits offered by the use of a product and what it actually provides, according to the values pursued; so that, in the electronic channel, ref.…”

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“…Recently, Yin and Qiu(2021) pointed out that the research on human-computer interaction (HCI) technology based on artificial intelligence (AI) was very important in the world. HCI technology realized the dialogue between humans and computers through the input and output of the computer.…”