The Experience of Artificial Intelligence Accuracy through Perceived Utilitarian Value and Perceived Hedonic Value of Consumers in Udon Thani Province.

Authors

  • Anusak Rattanakanokkan Udon Thani Rajabhat University
  • Kamonrat Pomsuwan Udon Thani Rajabhat University

Keywords:

AI Marketing, Experience of Accuracy, Perceived Utilitarian Value, Perceived Hedonic Value, Purchase Intention

Abstract

This study investigated the impact of AI technology implemented on online shopping platforms on online purchase intention. The objective was to examine the experience of artificial intelligence accuracy through perceived utilitarian and hedonic values of 400 consumers in Udon Thani Province. A multi-stage random sampling technique was used. The research instrument was a questionnaire using a 5-point Likert scale. Data were analyzed using inferential statistics through structural equation modeling (SEM). The research findings, according to the study hypotheses, revealed that:  1) The experience of AI marketing accuracy on online shopping platforms had a positive influence on consumers’ perceived utilitarian and hedonic values.  2) Both perceived utilitarian and perceived hedonic values had a positive influence on online purchase intentions.  3) Perceived hedonic value had a greater positive influence on online purchase intentions than perceived utilitarian value.

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Published

2024-12-30

How to Cite

Rattanakanokkan, A., & Pomsuwan, K. (2024). The Experience of Artificial Intelligence Accuracy through Perceived Utilitarian Value and Perceived Hedonic Value of Consumers in Udon Thani Province. RMUTL Journal of Business Administration and Liberal Arts, 12(2), 59–84. retrieved from https://so05.tci-thaijo.org/index.php/balajhss/article/view/273325