The Profound Nature of Linkage Between the Impact of the Use of Artificial Intelligence in Retail on Buying and Consumer Behavior and Consumers’ Perceptions of Artificial Intelligence on the Path to the Next Normal
The purpose of this paper is to investigate the impact of the use of Artificial Intelligence in retail on buying and consumer behavior, better understanding how consumers perceive Artificial Intelligence on the path to the Next Normal. The consumer-technology partnership is confirming the reinven...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Editura ASE
2021-02-01
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| Series: | Amfiteatru Economic |
| Subjects: | |
| Online Access: | https://www.amfiteatrueconomic.ro/temp/Article_2976.pdf |
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| Summary: | The purpose of this paper is to investigate the impact of the use of Artificial Intelligence in
retail on buying and consumer behavior, better understanding how consumers perceive
Artificial Intelligence on the path to the Next Normal. The consumer-technology partnership
is confirming the reinvention of the retail organizations, retailers’ advancement on this path
involving acting on the new patterns and behaviors by considering the new technology
adoption within the context of COVID-19. Based on a comprehensive literature review on
the impact of Artificial Intelligence in retail a quantitative research design was employed to
demonstrate the nature of linkage between this impact and consumers’ perceptions of
Artificial Intelligence. The data collection was performed through survey conducted in a
supermarket chain in Romania, consumers’ perceptions of Artificial Intelligence being
considered a central metric for assessing the successful use of Artificial Intelligence-enabled
interactions within the context of the offline-online convergence confirmed by the Store of
the Future, and consumers’ use of mobile phones in their Omni channel shopping journey.
The present research, whose results were validated, offers retailers deep consumer insights
with regard to the buying and consumer behavior change in Romania on the path to the Next
Normal |
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| ISSN: | 1582-9146 2247-9104 |