Investigating the Effect of Artificial Intelligence Technology on Consumer Purchase Intention in Online Retail the Moderating Role of Brand Trust
Subject Areas : Investigating employment challenges and its impact on technology development
shokrollah mardaneh
1
*
,
fataneh yarahmadi
2
,
seyed mehdi mirmehdi
3
1 - MSc., Department of Management, Faculty of Literature and Human Sciences, Malayer University, Malayer, Iran.
2 - Assistant Prof., Department of Business Management, Faculty of Literature and Humanities, Malayer University, Malayer, Iran
3 - 2 Assistant Prof., Department of Business Management, Faculty of Literature and Humanities, Malayer University, Malayer, Irann
Keywords: Online Retail, Artificial Intelligence Technology, Online Brand Trust, Online Shopping, Consumer Purchase Intention.,
Abstract :
Artificial intelligence technology receives and analyzes a huge amount of data that cannot be processed and analyzed by humans, and it saves time and money, which has attracted the attention of managers and investors in the field of online retail. Therefore, the aim of the present study is to investigate the effect of artificial intelligence technology on the purchase intention of consumers of online retail stores. The research approach is quantitative and applied, and research data were collected using a 20-question questionnaire among 433 customers of online platforms. Its face and content validity, in addition to being approved by organizational experts and university professors, were checked using confirmatory factor analysis. It was confirmed. To analyze the data, structural equation modeling was conducted with the help of SmartPLS Version 3 software. The findings of the research highlight the positive influence of soft mindset, belief, and awareness on the adoption of artificial intelligence. It also shows that AI technology acts as a moderator between subjective norms, awareness, belief, and customer purchase intention. However, the moderating role of trust in the online brand in relation to the use of artificial intelligence and purchase intention was not confirmed. Finally, the integration of AI into business platforms is found to increase customer purchase intentions. Therefore, it is necessary for retail organizations to place greater emphasis and investment on artificial intelligence technology in order to improve access to their services, enhance consumer experiences, and remain competitive in the active market.
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