The influence of motivational factors on online purchase intention utilizing AI-enabled portals: A hybrid SEM-ANN approach
In the current era of digital transformation, businesses increasingly utilize AI-enabled platforms to promote online purchasing behavior. Understanding consumers' purchase intentions within AI-driven environments has become essential. Therefore, this investigation aims to estimate the motivatin...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2025-06-01
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| Series: | Telematics and Informatics Reports |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2772503025000349 |
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| Summary: | In the current era of digital transformation, businesses increasingly utilize AI-enabled platforms to promote online purchasing behavior. Understanding consumers' purchase intentions within AI-driven environments has become essential. Therefore, this investigation aims to estimate the motivating factors that impact the intention of university students to make online purchases utilizing AI-enabled settings. For that, this research expanded the theory of planned behavior (TPB) and technology acceptance model (TAM) by integrating two additional factors, namely personal faith (PF) and perceived value (PV). Data were collected from 540 undergraduate students using purposive and convenience sampling methods through a structured questionnaire. Unlike earlier research that primarily used structural equation modeling (SEM) analysis, this investigation employed a hybrid methodology that integrates SEM with artificial neural network (ANN) assessment to evaluate real-world data. The outcomes demonstrated that attitude (PA), subjective norms (SN), ease of use (EU), perceived usefulness (PU), PF, and PV significantly correlated with undergraduates' online PI employing AI-enabled sites. On the contrary, perceived behavior control (PBC) is not significantly associated with PI. The ANN findings revealed that EU had the most significant impact on the online PI of undergraduate students with 97.21 % normalized importance, followed by PF (74.51 %), PU (70.37 %), PV (63.06 %), PA (63.05 %), SN (50.58 %), and PBC (22.22 %). The study provides valuable recommendations for businesses on effectively using AI-enabled platforms for customized advertising and promotional campaigns. |
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| ISSN: | 2772-5030 |