Studying the Impact of Artificial Intelligence on Purchase Intention with the Mediating Variables of Perceived Value, Satisfaction and Consumer Engagement in Social Media
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.