The role of AI as an unconventional salesperson in consumer buying decisions, satisfaction and happiness

IF 7.1 3区管理学 Q1 BUSINESS

European Research on Management and Business Economics Pub Date : 2025-04-24 DOI:10.1016/j.iedeen.2025.100278

Pedro Cuesta-Valiño , Sergey Kazakov , Patricia Durán-Álamo , Pablo Gutiérrez-Rodríguez

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引用次数: 0

Abstract

Grounded in consumer motivation theory, this study examined how trust in AI, along with its credibility and versatility, drives consumers to adopt AI in online retail, ultimately improving consumer satisfaction and happiness. Survey data from 1,471 consumers in Spain were analysed to scrutinise these linkages. The findings confirmed the proposed estimated model: trust, credibility, and versatility significantly motivated AI adoption, which in turn positively influenced satisfaction and consumer happiness. Сonversely, our results cannot evince the influence of two drivers, namely privacy/security and UI/UX, on consumer motivation to use AI for shopping. The outcomes of this study underscore the strategic value of trustworthy and adaptive AI in shaping consumer behaviour and improving retail experiences, suggesting practical guidance for businesses aiming to foster engagement and emotional connection with their target consumers through AI-driven platforms.

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人工智能作为非传统销售人员在消费者购买决策、满意度和幸福感中的作用

本研究以消费者动机理论为基础，研究了对人工智能的信任，以及它的可信度和多功能性，如何推动消费者在在线零售中采用人工智能，最终提高消费者的满意度和幸福感。对西班牙1471名消费者的调查数据进行了分析，以仔细研究这些联系。研究结果证实了所提出的估计模型：信任、可信度和多功能性显著地推动了人工智能的采用，这反过来又积极地影响了满意度和消费者幸福感。Сonversely，我们的结果不能证明两个驱动因素，即隐私/安全和UI/UX，对消费者使用AI购物动机的影响。这项研究的结果强调了值得信赖和自适应的人工智能在塑造消费者行为和改善零售体验方面的战略价值，为旨在通过人工智能驱动的平台促进与目标消费者的互动和情感联系的企业提供了实用指导。

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

European Research on Management and Business Economics Multiple-

CiteScore

11.70

自引率

3.40%

发文量

审稿时长

50 weeks

期刊介绍： European Research on Management and Business Economics (ERMBE) was born in 1995 as Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE). The journal is published by the European Academy of Management and Business Economics (AEDEM) under this new title since 2016, it was indexed in SCOPUS in 2012 and in Thomson Reuters Emerging Sources Citation Index in 2015. From the beginning, the aim of the Journal is to foster academic research by publishing original research articles that meet the highest analytical standards, and provide new insights that contribute and spread the business management knowledge