研究人工智能对电子零售中消费者购买意愿的影响

IF 2.3 Q3 REGIONAL & URBAN PLANNING Foresight Pub Date : 2022-09-13 DOI:10.1108/fs-10-2021-0218
R. Bhagat, V. Chauhan, Pallavi Bhagat
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引用次数: 1

摘要

目的技术一直在快速发展。人工智能的出现进一步提高了消费者的满意度,这使得它在当前的场景中更加重要。本文旨在探讨影响人工智能实用性的因素及其对消费者在线购买意愿的影响。设计/方法论/方法本文以一个基于技术的模型为基础,探讨了影响消费者对电子零售购买意愿的不同因素。本研究建立了一个模型,展示了商业组织将人工智能融入零售业,以了解客户的需求并帮助他们接受技术。本研究进一步探讨了信仰、主观规范和意识作为增强人工智能不可置信性的结构。发现这项研究表明,人工智能对消费者的购买行为产生了积极影响。这项通过模型进行的研究还表明,人工智能的集成增强了消费者的购买意愿。研究局限性/含义这项研究一直关注一部分目标人群。因此,为了更接近准确的结果,有可能将整个人群包括在内。实际含义该研究为学者和营销人员预测消费者的购买行为提供了有用的投入。营销经理可以使用人工智能——嵌入式技术来增强在线购买意愿。社会含义研究表明,对电子零售意识的增强使消费者能够敏锐地根据产品的优点和有用性来分析和购买产品。独创性/价值在为消费者在电子零售中的购买意愿制定综合人工智能模型方面,我们尽了最大的努力。
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Investigating the impact of artificial intelligence on consumer’s purchase intention in e-retailing
Purpose Technology has been witnessing a rapid growth. The advent of artificial intelligence has further enhanced the satisfaction level of consumers, which makes it even more vital in the current scenario. This paper aims to explore the factors affecting practical implacability of artificial intelligence and its impact on consumers’ online purchase intention. Design/methodology/approach This paper has used a technology-based model as the base to explore the different factors affecting consumers’ purchase intention towards e-retailing. This study has formulated a model that demonstrates the integration of artificial intelligence in retailing by the business organizations so as to understand the needs of customers and help them accept technology. This study has further explored faith, subjective norms and consciousness as constructs which enhance the implacability of artificial intelligence. Findings This study shows that artificial intelligence positively influences consumers’ buying behaviour. This study through a model also shows that integration of artificial intelligence enhances consumers’ purchase intention. Research limitations/implications The study has been focusing on a portion of target population. So there is scope to include the whole set of the population to get closer-to-accurate results. Practical implications The study offers useful inputs for academicians as well as marketers for predicting buying behaviour of consumers. Marketing managers can use artificial intelligence–embedded technology to enhance online purchase intention. Social implications The study shows that an increase in consciousness towards e-retailing has made consumers keenly analyse and purchase products on the basis of merit and usefulness of the products. Originality/value The contribution has been made with the best of knowledge in formulating an integrated artificial intelligence model for consumers’ purchase intention in e-retailing.
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来源期刊
Foresight
Foresight REGIONAL & URBAN PLANNING-
CiteScore
5.10
自引率
5.00%
发文量
45
期刊介绍: ■Social, political and economic science ■Sustainable development ■Horizon scanning ■Scientific and Technological Change and its implications for society and policy ■Management of Uncertainty, Complexity and Risk ■Foresight methodology, tools and techniques
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