ASSESSING THE IMPACT OF ARTIFICIAL INTELLIGENCE ON ONLINE PURCHASE INTENTION: THE ROLES OF CELEBRITY ENDORSEMENT, EMOTIONAL APPEAL, AND HEDONIC VALUE

Abstract

Online purchasing is the new trend since COVID and it has been increasing with time. Artificial Intelligence has emerged in all fields and emerging more with time. AI has significant uses in online purchasing, which will improve and increase online purchasing intention. To improve online purchasing brands will be using AI and promoting the use of chatbots and virtual assistance by help of celebrity endorsers, AI will also be giving information to brands through analyzing customer data which will help in increasing 
hedonic value. Augmented reality a new feature of AI will target a customer’s emotional appeal which will increase the online purchasing intention, Research is quantitative, and research design is correlational. The data was collected from individuals on the basis of convenience sampling. Questionnaire was used to collect the data. The results showed positive relation of independent variables Celebrity endorsement, Emotional appeal and informativeness and mediator Hedonic value on Online purchase intention. After selecting the results that could be processed further, SPSS was used to process the data and produce a statistical end result that assessed the viability of the hypotheses studied. This research is helpful for the brands to improve customer experience.