Purpose

This study explores features that impact consumers' purchase intention through artificial intelligence (AI), because it is believed that through artificial intelligence, consumers' intention to purchase grows significantly, especially in the retail sector, whereby retailers provide lucrative offers to motivate consumers. The study develops a theoretical framework based on media-richness theory to investigate the role of perceived anthropomorphism toward an intention to purchase products using AI.

Design/methodology/approach

The study is based on cross-sectional data through an online survey. The data have been analyzed using PLS-SEM and SPSS PROCESS macro.

Findings

The results show that consumers tend to demand anthropomorphized products to gain a better shopping experience and, therefore, demand features that attract and motivate them to purchase through artificial intelligence via mediating variables, such as perceived animacy and perceived intelligence. Moreover, trust in artificial intelligence moderates the relationship between perceived anthropomorphism and perceived animacy.

Originality/value

The study investigates and concludes with managerial and academic insights into consumer purchase intention through artificial intelligence in the retail and marketing sector.

中文翻译：

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使用人工智能技术感知拟人化和购买意愿：检验信任的调节效应

目的

本研究探讨了通过人工智能 (AI) 影响消费者购买意向的特征，因为人们相信通过人工智能，消费者的购买意向会显着增长，尤其是在零售领域，零售商会提供丰厚的优惠来激励消费者。该研究开发了一个基于媒体丰富度理论的理论框架，以调查感知拟人化对使用 AI 购买产品的意图的作用。

设计/方法/途径

该研究基于通过在线调查获得的横截面数据。已使用 PLS-SEM 和 SPSS PROCESS 宏分析数据。

发现

结果表明，消费者倾向于要求拟人化产品以获得更好的购物体验，因此，他们需要通过人工智能通过中介变量（例如感知生命力和感知智能）吸引和激励他们购买的功能。此外，对人工智能的信任缓和了感知拟人化和感知生命之间的关系。

原创性/价值

该研究通过人工智能在零售和营销领域对消费者购买意向进行了调查和总结，得出了管理和学术见解。