مدلسازی اثر استفاده از هوش مصنوعی بر قصد خرید در نسل زد
الموضوعات : Technology Transfer and Commercialization of Researches
الهام نی بند
1
,
حسین حاجی بابائی
2
1 - دانشجوی کارشناسی ارشد،گروه مدیریت ، دانشکده ادبیات و علوم انسانی، دانشگاه ملایر، ملایر، ایران
2 - استادیار،گروه مدیریت ، دانشکده ادبیات و علوم انسانی، دانشگاه ملایر، ملایر، ایران
الکلمات المفتاحية: هوش مصنوعی, قصد خرید, نسل زد, معادلات ساختاری .,
ملخص المقالة :
پژوهش حاضر با رویکرد مدل سازی به بررسی تأثیر استفاده از فناوری های هوش مصنوعی بر رفتار خرید مصرف کنندگان نسل زد می پردازد. با توجه به تحول دیجیتال و رشد سریع فناوری های هوش مصنوعی، نسل زد بهعنوان اولین نسلی که با این فناوری ها بزرگ شده ، واکنش های متفاوتی نسبت به آن ها دارد و ازاینرو، پژوهش حاضر به شناسایی و مدلسازی مؤلفه های مختلف هوش مصنوعی وتأثیر آن ها بر قصد خرید نسل زد می پردازد. برای این منظور پس از بررسی گسترده پیشینه پژوهش، توسعه فرضیه ها و استخراج مدل، داده ها با استفاده از ابزار پرسشنامه گردآوری شد و با استفاده از روش نمونه گیری هدفمند،384 نفر مورد بررسی قرار گرفتند و در نهایت برای آزمون مدل و فرضیههای پیشنهادی، از مدلسازی معادلات ساختاری استفاده شد.پژوهش حاضر حاکی از آن است که لذت ادراک شده و سهولت استفاده بیشترین تأثیر را بر استفاده از هوش مصنوعی در انجام خرید در میان نسل زد دارند، در حالی که مفید بودن ادراک شده اثر معناداری در این رابطه نداشت. همچنین، استفاده از هوش مصنوعی تأثیر بالایی بر بهینه سازی نرخ تبدیل و درگیری ذهنی با رسانه های اجتماعی داشت. تجربه مشتری نیز نقش واسطه ای قدرتمندی بین استفاده از هوش مصنوعی و قصد خرید و به دنبال آن بازاریابی دهان به دهان الکترونکی ایفا کرد. این نتایج نشان دهنده نقش پررنگ عوامل احساسی و اجتماعی در پذیرش فناوری میان نسل زد است.
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