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
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)
کلید واژه: هوش مصنوعی, قصد خرید, ارزش درک شده, تعامل در رسانه‌های اجتماعی, رضایت,
چکیده مقاله :
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.
In today's digital landscape, Artificial Intelligence (AI) has emerged as a transformative force in marketing strategies, with organizations leveraging this technology to enhance customer experiences and boost purchase intentions. However, limited research has explored the direct impact of AI on consumer purchase intentions through mediating variables such as perceived value, consumer engagement, and satisfaction. This study addresses this gap in the literature by examining the influence of AI on consumer purchase intentions. In this study, data were collected from users who were at least 18 years old and had experience purchasing clothes through Instagram. The results were analyzed using Structural Equation Modeling (SEM) .Findings revealed that AI positively and significantly impacts purchase intentions by enhancing perceived value and increasing consumer engagement. Additionally, perceived value serves as a critical mediator between AI, satisfaction, and ultimately purchase intention, highlighting the importance of this variable in amplifying AI's effects on consumer behavior. This research contributes to the field by innovatively incorporating perceived value into marketing research models, offering a deeper understanding of how AI influences consumer behavior. It provides companies with insights into how they can leverage AI to optimize their marketing strategies and elevate customer experiences.
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