بررسی تأثیر هوش مصنوعی بر قصد خرید با در نظر گرفتن متغیرهای میانجی ارزش درک شده، رضایت و تعامل مصرف‌کننده در رسانه‌های اجتماعی
الموضوعات :
ریحانه بیدرام
1
,
سمیه صالحی
2
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)
الکلمات المفتاحية: هوش مصنوعی, قصد خرید, ارزش درک شده, تعامل در رسانه‌های اجتماعی, رضایت,
ملخص المقالة :
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.
با این حال، 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. 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. 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. 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.
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