Title: THE IMPACT OF AI ADOPTION ON CONSUMER PURCHASE INTENTION AND MARKETING EFFECTIVENESS IN VIETNAM’S ONLINE RETAIL INDUSTRY
Author:
Canh Duong NGUYEN
Abstract:
This study investigates the factors influencing consumer purchase intentions in AI-driven online retail environments, integrating elements from technology acceptance models, trust theories, and cultural dimensions. A mixed-method approach was employed, combining structural equation modeling (SEM) and fuzzy-set Qualitative Comparative Analysis (fsQCA) to analyze data collected from 427 online shoppers. The results reveal significant positive effects of perceived usefulness, perceived ease of use, trust, social influence, and AI capability perception on consumer purchase intention, with perceived risk playing a mediating role. Trust emerged as a necessary condition for high purchase intention in the fsQCA analysis. Cultural dimensions of uncertainty avoidance and power distance were found to moderate several relationships in the model, highlighting the importance of cultural context in technology adoption. The study contributes to the literature by extending existing models to incorporate AI-specific factors and cultural dimensions in online retail, providing empirical evidence for the dual role of key factors in influencing purchase intentions and reducing perceived risk, and offering a nuanced understanding of the complex pathways leading to high consumer purchase intention through fsQCA. These findings have important implications for practitioners in tailoring AI-driven retail strategies across different cultural contexts and emphasize the critical role of trust-building in fostering consumer acceptance of AI technologies in online retail environments.
Keywords: AI-driven retail; consumer purchase intention; technology acceptance; cultural dimensions; fuzzy-set qualitative comparative analysis.
PDF Download