بررسی تأثیر هوش مصنوعی بر قصد خرید با در نظر گرفتن متغیرهای میانجی ارزش درک شده، رضایت و تعامل مصرف‌کننده در رسانه‌های اجتماعی
محورهای موضوعی : مدیریت بازرگانی- بازاریابی
ریحانه بیدرام
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سمیه صالحی
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1 - کارشناس ارشد گروه مدیریت، واحد نجف‌آباد، دانشگاه آزاد اسلامی، نجف‌آباد، ایران.
2 - استادیار گروه مدیریت، واحد نجف‌آباد، دانشگاه آزاد اسلامی، نجف‌آباد، ایران (نویسنده مسئول)
کلید واژه: هوش مصنوعی, قصد خرید, ارزش درک¬شده, تعامل در رسانه‌های اجتماعی, رضایت,
چکیده مقاله :
هدف: در دنیای دیجیتال امروز، هوش مصنوعی (AI) به‌عنوان یک عامل تحول‌آفرین در استراتژی‌های بازاریابی شناخته می‌شود و سازمان‌ها از این فناوری برای بهبود تجربیات مشتری و تقویت قصد خرید استفاده می‌‌کنند. بااین‌حال، تحقیقات محدودی به بررسی تأثیر مستقیم هوش مصنوعی بر قصد خرید مصرف‌کنندگان از طریق متغیرهای میانجی مانند ارزش درک‌شده و تعامل مصرف‌کننده و رضایت پرداخته‌اند. این مطالعه شکاف موجود در ادبیات تحقیق را شناسایی کرده و به بررسی تأثیر هوش مصنوعی بر قصد خرید مصرف‌کننده می‌پردازد و تحلیل‌های خود را بر اساس رویکرد جدیدی ارائه می‌دهد
روش‌شناسی پژوهش: این رویکرد، به‌ویژه در زمینه پلتفرم‌های اجتماعی مانند اینستاگرام که در آن تعاملات برند و مصرف‌کننده به شکل فعالانه‌تری انجام می‌شود، برای اولین بار بررسی می‌شود. در این پژوهش، داده‌ها از کاربرانی که حداقل ۱۸ سال سن داشته و تجربه خرید پوشاک از طریق اینستاگرام را داشته‌اند، جمع‌آوری شده و نتایج با استفاده از معادلات ساختاری (SEM) تحلیل شدند
یافته‌ها: نتایج نشان داد که هوش مصنوعی از طریق بهبود ارزش درک‌شده و افزایش تعاملات مصرف‌کننده تأثیر مثبت و معناداری بر قصد خرید دارد. همچنین، متغیر ارزش درک‌شده نقش میانجی‌گر مهمی بین هوش مصنوعی، رضایت و در نهایت قصد خرید ایفا می‌کند که نشان‌دهنده اهمیت این متغیر در تقویت تأثیرات هوش مصنوعی بر رفتار مصرف‌کننده است
اصالت / ارزش‌افزوده علمی: این پژوهش با نوآوری در گنجاندن متغیر ارزش درک‌شده به مدل‌های تحقیقاتی بازاریابی، درک عمیق‌تری از تأثیر هوش مصنوعی بر رفتار مصرف‌کننده ارائه می‌دهد و به شرکت‌ها نشان می‌دهد که چگونه می‌توانند با بهره‌گیری از هوش مصنوعی استراتژی‌های بازاریابی خود را بهبود داده و تجربه مشتری را ارتقا دهند.
: In today’s digital world, Artificial Intelligence (AI) is recognized as a transformative factor in marketing strategies, and organizations leverage this technology to enhance customer experiences and strengthen purchase intentions. However, limited research has directly examined the impact of AI on consumers’ purchase intentions through mediating variables such as perceived value, consumer engagement, and satisfaction. This study identifies the existing gap in the literature and investigates the effect of AI on consumer purchase intention, offering its analysis based on a novel approach.
Research Methodology: This approach is examined, particularly in the context of social platforms like Instagram, where brand-consumer interactions occur more actively, for the first time. Data were collected from users aged 18 and above who have experience purchasing clothing via Instagram. The results were analyzed using Structural Equation Modeling (SEM).
Findings:The results indicate that AI positively and significantly influences purchase intention by enhancing perceived value and increasing consumer engagement. Additionally, perceived value plays a crucial mediating role between AI, satisfaction, and ultimately purchase intention, highlighting the importance of this variable in strengthening the effects of AI on consumer behavior.
Originality / Scientific Value: This research innovatively incorporates the perceived value variable into marketing research models, providing a deeper understanding of AI’s impact on consumer behavior. It also demonstrates how companies can leverage AI to improve their marketing strategies and enhance customer experience.
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