Influence Mechanism Research on the AI Marketing Technology of Online Shopping Platform on Consumers’ Purchase Intention

Structural Equation Model Based on Flow Experience

DOI

10.2991/assehr.k.210121.163How to use a DOI?

Keywords

AI marketing, AI, Flow experience, Consumer purchase intention, S-O-R

Abstract

Based on the “S-O-R” model, this paper creatively establishes three dimensions of AI marketing technology experience of online shopping platform: accuracy experience, insight experience and interactive experience as stimulus variables. We used consumer flow experience as intermediary variable and constructed the influence mechanism model for online shopping platform AI marketing technology experience on consumers’ purchase intention. The empirical results show that: the three dimensions of AI marketing technology experience have good validity and reliability, which verifies that flow experience can mediate between AI insight and purchase intention and flow experience can also mediate the interaction and purchase intention of AI, but accuracy can directly promote the occurrence of purchase intention, while flow experience does not. At the same time, among the three dimensions, insight has the greatest impact on consumers’ purchase intention.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jiwang Yin
AU  - Xiaodong Qiu
PY  - 2021
DA  - 2021/01/23
TI  - Influence Mechanism Research on the AI Marketing Technology of Online Shopping Platform on Consumers’ Purchase Intention
BT  - Proceedings of the 6th Annual International Conference on Social Science and Contemporary Humanity Development (SSCHD 2020)
PB  - Atlantis Press
SP  - 833
EP  - 838
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210121.163
DO  - 10.2991/assehr.k.210121.163
ID  - Yin2021
ER  -