How generative AI is (will) change consumer behaviour: Postulating the potential impact and implications for research, practice, and policy

IF 4.4 3区管理学 Q2 BUSINESS

Journal of Consumer Behaviour Pub Date : 2024-05-02 DOI:10.1002/cb.2345

Emmanuel Mogaji, Varsha Jain

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引用次数: 0

Abstract

This article sheds light on the profound impact of technology on consumer behavior, specifically focusing on the rise of generative AI tools. It highlights how these advancements have revolutionized consumer engagement, purchase decision-making, and technology interaction. The article underscores the transformative potential of generative AI in shaping consumer behavior through personalized recommendations and interactive shopping experiences. It emphasizes the need for continued research and exploration to comprehend and effectively navigate the ever-evolving landscape of consumer behavior influenced by generative AI. Additionally, the article identifies implications for research and practice, offers valuable strategies for brands, and presents a comprehensive research agenda to delve deeper into this field. Ultimately, it provides valuable insights into the challenges and opportunities presented by generative AI in consumer behavior, serving as a guiding resource for advancing theory, practice, and policy in this domain.

查看原文本刊更多论文

生成式人工智能正在（将会）如何改变消费者行为：预测对研究、实践和政策的潜在影响和意义

本文揭示了技术对消费者行为的深远影响，特别关注了生成式人工智能工具的兴起。文章强调了这些进步如何彻底改变了消费者的参与、购买决策和技术互动。文章强调了生成式人工智能在通过个性化推荐和互动购物体验塑造消费者行为方面的变革潜力。文章强调有必要继续进行研究和探索，以理解并有效驾驭受生成式人工智能影响的不断变化的消费者行为。此外，文章还指出了研究和实践的意义，为品牌提供了有价值的策略，并提出了深入这一领域的综合研究议程。最终，这篇文章就生成式人工智能在消费者行为方面带来的挑战和机遇提供了宝贵的见解，为推进该领域的理论、实践和政策提供了指导性资源。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Consumer Behaviour BUSINESS-

CiteScore

7.30

自引率

11.60%

发文量

期刊介绍： The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.