AI Innovation in E-Commerce: Brand Awareness and Consumer Selection Behavior in Qingdao
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Abstract
This study investigates the influence of Artificial Intelligence (AI) innovations on brand awareness and selection behavior, emphasizing their role in enhancing consumer Quality of Life (QoL) within Qingdao’s e-commerce sector. Anchored in System Theory, the research examines AI-driven personalization, chatbot interaction quality, pricing transparency, and AI recommendations as determinants of digital well-being. A quantitative survey was conducted with 500 consumers, utilizing Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) to ensure rigorous validity and reliability. Structural Equation Modeling (SEM) was employed for hypothesis testing.
The findings indicate that AI personalization, chatbot quality, and pricing transparency significantly strengthen brand awareness, which mediates their impact on selection behavior. Crucially, these AI features enhance QoL by reducing cognitive load and increasing purchase confidence, facilitating a seamless, stress-free consumer experience. AI-powered recommendations directly optimize decision-making efficiency, positioning AI as a vital tool for improving digital life satisfaction. The study contributes to theory by integrating technological utility with psychological well-being.
Practical implications suggest that firms should prioritize transparency and trust-building AI features to foster sustainable consumer-brand relationships that elevate the overall quality of the consumer journey.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
- บทความหรือข้อคิดเห็นใดๆ ในวารสารคุณภาพชีวิตกับกฎหมายเป็
- กองบรรณาธิการไม่สงวนสิทธิ์
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