How can the AI Experience Enhance Consumer Purchase Intention

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羅可芸(Ko-Yun Lo) 查詢紙本館藏

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資訊管理學系

論文名稱

(How can the AI Experience Enhance Consumer Purchase Intention)

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至系統瀏覽論文 (2027-6-17以後開放)

摘要(中)

如今人工智慧（AI）相關的科技已無所不在，並已改變消費者購物行為，透過消費者使用人工智慧的經驗出發，本研究首先討論消費者使用人工智慧科技是否會透過感知效能去正面影響購物意圖，各個關於人工智慧的經驗的感知效能達到消費者預期，會提升消費者的購物意圖。此外，我們的研究中加入擬人化因素進行探討，研究不同的擬人化程度下，在人工智慧與消費者的經驗中，所感知到的效能是否會影響，並進而去影響購物意圖。這項研究通過消費者與使用人工智慧的經驗與加入擬人化因素為購物意圖以及擬人化研究做出了貢獻。本研究的發現有助於人工智慧製造商優化產品內容，並且鼓勵人工智慧相關廠商與線上零售商合作。

摘要(英)

AI-enabled technologies are ubiquitous and have changed consumers’ shopping behavior. Based on consumers’ experience in using AI, this study discusses whether consumers’ use of AI-enable technology positively affects shopping intentions through perceived efficacy. Consumers who perceived the efficacy of each AI experience met their expectations, which will increase purchase intentions. In addition, we add anthropomorphic factors to our research to investigate whether the perceived efficacy of an AI-enabled technology and consumer experience under different degrees of anthropomorphism affects shopping intentions. This research contributes to purchase intention and anthropomorphism research through consumer experience using AI and incorporating anthropomorphic features. The findings of this study can help AI-enabled technology providers optimize product content and encourage AI-enabled manufacturers to collaborate with online retailers.

關鍵字(中)

★ 人工智慧
★ 感知效能
★ 購物意圖
★ 擬人化

關鍵字(英)

★ Artificial intelligence
★ perceived efficacy
★ purchase intention
★ anthropomorphism

論文目次

Table of Contents
List of Figures iv
List of Tables v
Chapter I Introduction 1
Chapter II Conceptual background 4
2-1 Data capture 4
2-2 Classification 5
2-3 Delegation 5
2-4 Social Experience 6
2-5 Linking AI experience, Perceived efficacy, and Purchase intention 7
2-6 Linking AI experience, Anthropomorphism, Perceived efficacy 11
Chapter III Methodology 15
3-1 Study 1 15
3-1-1 Measurement and procedure 15
3-1-2 Result 19
3-1-2-1 Measurement model 19
3-1-2-1 Hypothesis testing 22
3-1-3 Discussion 24
3-2 Study 2 26
3-2-1 Measurement and procedure 26
3-2-2 Result 30
3-3-2-1 Manipulation check 30
3-3-2-2 Measurement model 31
3-3-2-3 Hypothesis Testing 34
3-3-2-4 Anthropomorphism effects on the Purchase Intention model: Multi-Group Analysis 36
3-3-3 Discussion 38
Chapter IV General Discussion 40
Chapter V Limitations and future research directions 42
Appendix A 43
Reference 44

List of Figures
Figure 1. Conceptual framework 14
Figure 2. Multi-group analysis in low-anthropomorphism. 37
Figure 3. Multi-group analysis in high-anthropomorphism. 37

List of Tables
Table 1. Measurement scales 16
Table 2. Demographic characteristics of the participants 18
Table 3. Measurement constructs reliability and validity 20
Table 4. correlation Matrix of Constructs 21
Table 5. Heterotrait ratio of the correlation (HTMT) 21
Table 6. The result of hypotheses testing 22
Table 7. Results of mediation 23
Table 8. Measurement scales 26
Table 9. Demographic characteristics of the participants 30
Table 10. Measurement constructs reliability and validity 31
Table 11. correlation Matrix of Constructs 33
Table 12. Heterotrait ratio of the correlation (HTMT) 33
Table 13. The result of hypotheses testing 34
Table 14. Results of mediation 35

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指導教授

謝依靜(Yi-Ching Hsieh)

審核日期

2022-6-23

推文