The effect of consumers' experience in using artificial intelligence technology on sustainable purchase intention, is perceived value important?

Document Type : Research Paper

Authors

1 Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran.

2 faculty of humanities, Qods azad university, Qods, Iran

10.22034/cbsj.2024.140303.2645

Abstract

Sustainable marketing is becoming a significant trend in today's corporate world. Also, artificial intelligence technology has been used in online shopping in various industries to provide more accurate and personalized services for consumers. It is very important to study the experiences of using artificial intelligence for consumers in order to improve its current application status. The purpose of the research is the effect of consumers' experience in using artificial intelligence technology on sustainable purchase intention with the mediating role of perceived value, and based on the "SOR" model and technology acceptance theory, the experience of using artificial intelligence technology in online shopping. By consumers in the insurance industry, it has been divided into three dimensions: accuracy, insight, and interaction, and perceived value has been considered as a mediating variable with the perspective of perceived utility value and perceived hedonic value. In terms of purpose, the research method is practical and based on the method of data collection, it is descriptive of causal type. The statistical community of consumers of the services of Alborzakeh Insurance Company is undetermined and with the help of Cochran's formula, the sample size of 365 people has been obtained with the available sampling method. The data was collected using standard questionnaires and analyzed with the help of structural equation modeling and Smart-Pls 4 software.

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Consumer Behavior Studies Journal
Volume 13, Issue 2
September 2026

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