The Effect of Artificial Intelligence on End-User Online Purchasing Decisions: Toward an Integrated Conceptual Framework

Abstract

This study was an investigation into the effect of selected artificial intelligence tools and the consideration set on the end-user purchasing intentions of convenient and shopping products of Saudi Arabian customers. The consideration set was the factor that the researcher sought to associate directly with the online purchasing intention variable. The selected AI tools and approaches were machine learning, purchase duration, social product recommendation, and social media dependency. The four served as the indirect factors, as their effect was measured against the consideration set variable. The theoretical framework employed in this study comprised the unified theory of acceptance and use of technology (UTAUT) and the theory of reasoned action. The researchers used an online survey with a sample of 148 customers. In analyzing the findings, the researchers opted for the structural equation modeling (SEM) approach. The findings indicated evidence of association with a consideration set of three independent variables, namely, machine learning, purchase duration, and product recommendation. The study also established that customer consideration sets influence end-user purchase decisions for online customers.