The Mediating Role of Behavioral Intention in AI Adoption for Car Purchasing: A UTAUT-Based SEM Approach

doi:N/A

Advances in Consumer Research

Issue 4 : 46-60

Original Article

The Mediating Role of Behavioral Intention in AI Adoption for Car Purchasing: A UTAUT-Based SEM Approach

Mahima

Pooja Gupta

Research scholar, School of Commerce and Business Management, GeetaUniversity, Panipat, India

Associate Professor, School of Commerce and Business Management, Geeta University, Panipat, India

Abstract

This study aims to ascertain the ways in which intent (BI) and use behavior (UB) are influenced by expectations for performance (PE), expectations of effort (EE), social impact (SI), Conditions that facilitate (FC), hedonic motives (HM), pricing value (PV), and habits (H). The quantitative research method used in this study includes a standardized questionnaire with a Likert scale of five points.

This study uses the “Unified Theory of Acceptance and Use of Technology 2” model as a basis to evaluate how artificial intelligence (AI) applications affect automotive purchasers' purchasing intentions and usage behaviour. Data from vehicle buyers in various areas is analyzed using Modeling Structural Equation (SEM) with AMOS 26 and SPSS 21.

Along with investigating that how artificial intelligence (AI) applications affect the purchasing intentions and usage behaviour of automobile buyers, this study also explores demographic profile , factors influencing the consumers to interact with AI technologies and find out the most interactive AI application used by car purchasers

Keywords

Artificial intelligence applications

Purchase intention

Usage behavior

Chatbot

Virtual reality

Personalized recommendation system

Recommended Articles

Original Article

Coping and Consumer Behaviour: a Psychosocial Investigation of Meaning, Identity, and Consumption Patterns

Sramana Chakraborty,

...