(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.
Based on the "S-O-R" model, this paper creatively establishes three dimensions of AI marketing technology experience of online shopping platform: accuracy experience, insight experience and interactive experience as stimulus variables. We used consumer flow experience as intermediary variable and constructed the influence mechanism model for online shopping platform AI marketing technology experience on consumers' purchase intention. The empirical results show that: the three dimensions of AI marketing technology experience have good validity and reliability, which verifies that flow experience can mediate between AI insight and purchase intention and flow experience can also mediate the interaction and purchase intention of AI, but accuracy can directly promote the occurrence of purchase intention, while flow experience does not. At the same time, among the three dimensions, insight has the greatest impact on consumers' purchase intention.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.