Preprint Article Version 1 Preserved in Portico This version is not peer-reviewed

AI Technology and Online Purchase Intention:Multi-Group Analysis Based On Perceived Value

Version 1 : Received: 14 March 2021 / Approved: 18 March 2021 / Online: 18 March 2021 (09:34:49 CET)

How to cite: Yin, J.; Qiu, X. AI Technology and Online Purchase Intention:Multi-Group Analysis Based On Perceived Value. Preprints 2021, 2021030465 (doi: 10.20944/preprints202103.0465.v1). Yin, J.; Qiu, X. AI Technology and Online Purchase Intention:Multi-Group Analysis Based On Perceived Value. Preprints 2021, 2021030465 (doi: 10.20944/preprints202103.0465.v1).

Abstract

(1) Background: AI technology has been deeply applied to online shopping platform to provide more accurate and personalized services for consumers. It is of great significance to study the different functional experience of AI for consumers to improve the current application status of AI technology.(2)Method: Based on the "S-O-R" model, this study divided the AI technology expe-rienced by the consumers of online shopping platform into accuracy, insight and interaction experience. Takes the perceived value as the mediating variable from the prospect of perceived utility value and perceived hedonic value. This article use empirical research method to analyze the effect of 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 have a significant positive impact on consumers' per-ceived utility value and hedonic value respectively; ②Both of the perceived utility value and perceived hedonic value obtained by AI technology experience can promote the formation of consumers' purchase intention; ③ The perceived hedonic value was better than perceived utility value to promote the consumers' purchase intention; ④The results of multi group analysis show that some younger and less experiences consumers groups prefer the pleasure experience such as shopping desire stimulation, shopping process relaxation and pleasure that AI marketing brought. However, utilitarian value cannot promote this kind of consumers' purchase intention. (4) Con-clusions: Perceived utility value and perceived hedonic value can be the intermediary between AI technology and consumers' purchase intention.

Subject Areas

Artificial Intelligence Marketing; Online shopping; Perceived Utility Value; Perceived Hedonic Value; Purchase Intention; S-O-R

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