The Influence of Artificial Intelligence Marketing on Consumer Purchase Intentions

The Mediating Roles of Hedonic and Utility Values

Authors

  • Sahrish Saba Department of Management Sciences, Islamia University Bahawalpur, RYK Campus – Pakistan
  • Dr. Fahad Javed Baig Department of Management Sciences, Islamia University Bahawalpur, RYK Campus – Pakistan
  • Dr. Muhammad Rashid Department of Management Sciences, Islamia University Bahawalpur, RYK Campus – Pakistan https://orcid.org/0000-0003-4754-5625
  • Muhammad Ikram Ul Haq Department of Management Sciences, Islamia University Bahawalpur, RYK Campus – Pakistan
  • Zeshan Haider Department of Management Sciences, Islamia University Bahawalpur, RYK Campus – Pakistan

DOI:

https://doi.org/10.48112/tibss.v2i3.827

Abstract

Abstract Views: 1061

Artificial intelligence (AI) has changed the game for companies all around the globe. The impact of AI in many areas, including personal behaviour, corporate economics, and new trends, has been the subject of a great deal of research. This study examined the factors—accuracy, insight, interaction, perceived usefulness, and hedonic value—that people use to form opinions on AI and how those opinions impact their intents to buy things online. It delves further into the connection between AI technology and purchase intention, specifically looking at the mediating role of hedonic value. Quantitative method was used in this study, surveying people in Punjab, Pakistan, utilizing Google Forms, social media, and WhatsApp to disseminate self-administered surveys. A total of 450 respondents successfully completed the survey. The findings highlighted the significant impact of AI marketing on consumer purchase intentions. Mediating role of Hedonic Value and Utility is found significant. Resultantly, AI marketing encounters greatly boost the hedonic value of items or services, resulting in consumers finding these interactions engaging and pleasurable.

Keywords:

Artificial intelligence, Consumer behaviour, Hedonic value, Online purchase, Utility value

Author Biographies

Sahrish Saba,

She is currently a Research Scholar at the Department of Management Sciences, Islamia University Bahawalpur, RYK Campus in Rahim Yar Khan – Pakistan. She received her Bachelor’s Degree in Textile Engineering (Garments Manufacturing) from National Textile University in Faisalabad – Pakistan.

Dr. Fahad Javed Baig,

He is currently an Assistant Professor at the Department of Management Sciences, Islamia University Bahawalpur, RYK Campus in Rahim Yar Khan – Pakistan. He obtained his Doctorate Degree in Management Sciences from the Islamia University Bahawalpur, RYK Campus in Rahim Yar Khan – Pakistan.

Dr. Muhammad Rashid,

He is currently an Assistant Professor at the Department of Management Sciences, Islamia University Bahawalpur, RYK Campus in Rahim Yar Khan – Pakistan. He obtained his Doctorate Degree in Management and Organization from Selcuk University in Konya – Turkey.

Muhammad Ikram Ul Haq,

He is currently a Research Scholar at the Department of Business Administration, Islamia University Bahawalpur, RYK Campus in Rahim Yar Khan – Pakistan. He received his Bachelor’s Degree in Businesses Administration from the Islamia University Bahawalpur, RYK Campus in Rahim Yar Khan – Pakistan.

Zeshan Haider,

He is currently a Research Scholar at the Department of Management Sciences, Islamia University Bahawalpur, RYK Campus in Rahim Yar Khan – Pakistan. He received his Bachelor’s Degree in Mechanical Engineering from the University of Lahore in Lahore – Pakistan.

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Published

2024-09-30

How to Cite

Saba, S., Baig, F. J., Rashid, M., Haq, M. I. U., & Haider, Z. (2024). The Influence of Artificial Intelligence Marketing on Consumer Purchase Intentions: The Mediating Roles of Hedonic and Utility Values. International Journal of Trends and Innovations in Business & Social Sciences, 2(3), 344–354. https://doi.org/10.48112/tibss.v2i3.827

Issue

Vol. 2 No. 3 (2024)

Section

Articles

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Copyright (c) 2024 International Journal of Trends and Innovations in Business & Social Sciences

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This work is licensed under a Creative Commons Attribution 4.0 International License.

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