ประสบการณ์ความแม่นยำของปัญญาประดิษฐ์ผ่านการรู้คุณค่าอรรถประโยชน์ การรับรู้คุณค่าความรู้สึกของผู้บริโภคจังหวัดอุดรธานี
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การศึกษาครั้งนี้มุ่งเน้นตรวจสอบผลกระทบของเทคโนโลยี AI ที่ได้นำมาใช้บนแพลตฟอร์มซื้อขายสินค้าออนไลน์ ที่เกิดขึ้นกับความตั้งใจซื้อสินค้าออนไลน์ โดยมีวัตถุประสงค์ เพื่อศึกษาประสบการณ์ความแม่นยำของปัญญาประดิษฐ์ผ่านการรับรู้คุณค่าอรรถประโยชน์ การรับรู้คุณค่าความรู้สึกของผู้บริโภคจังหวัดอุดรธานีจำนวน 400 คน สุ่มตัวอย่างแบบหลายขั้นตอน เครื่องมือที่ใช้ในการวิจัย คือ แบบสอบถามมีลักษณะแบบมาตรวัดประมาณค่า 5 ระดับ วิเคราะห์ข้อมูลโดยสถิติเชิงอนุมานด้วยตัวแบบจำลองสมการโครงสร้างผลการวิจัยตามสมมติฐานของการศึกษา พบว่า 1) ประสบการณ์ด้านความแม่นยำของการตลาด AI บนแพลตฟอร์มซื้อขายสินค้าออนไลน์ มีอิทธิพลเชิงบวกต่อการรับรู้คุณค่าอรรถประโยชน์และคุณค่าความรู้สึกของผู้บริโภค 2) ทั้งการรับรู้คุณค่าอรรถประโยชน์และคุณค่าความรู้สึกของผู้บริโภคมีอิทธิพลเชิงบวกต่อความตั้งใจซื้อสินค้าออนไลน์ 3) การรับรู้คุณค่าความรู้สึกมีอิทธิพลเชิงบวกต่อความตั้งใจซื้อสินค้าออนไลน์มากกว่าการรับรู้คุณค่าอรรถประโยชน์
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