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Jiwang Yin is a Ph.D candidate in the school of economic and management at Beijing Jiaotong University.Her research interests cover AI application, marketing and consumer behavior. Her representative paper titled “Influence Mechanism Research on the AI Marketing Technology of Online Shopping Platform on Consumers' Purchase Intention----Structural equation model based on flow experience” was accepted in SSCHD2020.
(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.
Jiwang Yin; Xiaodong Qiu. AI Technology and Online Purchase Intention: Structural Equation Model Based on Perceived Value. Sustainability 2021, 13, 5671 .
AMA StyleJiwang Yin, Xiaodong Qiu. AI Technology and Online Purchase Intention: Structural Equation Model Based on Perceived Value. Sustainability. 2021; 13 (10):5671.
Chicago/Turabian StyleJiwang Yin; Xiaodong Qiu. 2021. "AI Technology and Online Purchase Intention: Structural Equation Model Based on Perceived Value." Sustainability 13, no. 10: 5671.