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Artificial Intelligence in high involvement sales and marketing interactions: understanding consumer acceptance and use along the consumer decision journey
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| 4.76 MB | Adobe PDF |
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Resumo(s)
This work project investigates consumer acceptance and use of artificial intelligence (AI) in
high-involvement sales and marketing interactions applying the UTAUT2 framework and the
Consumer Decision Journey (CDJ) model. Key UTAUT2 predictors, Performance Expectancy,
Habit, and Hedonic Motivation, were found to significantly influence Behavioral Intention. AI
usage was highest in the Active Evaluation Phase, highlighting critical moments for businesses
to engage consumers. Additionally, Age and Effort Expectancy shaped usage patterns,
particularly among older users. These findings offer theoretical contributions to technology
acceptance research and practical implications for businesses aiming to optimize AI strategies
across purchase processes.
Descrição
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Artificial Intelligence (AI) Technology acceptance UTAUT2 Model Consumer Decision Journey (CDJ) High-involvement purchasing Sales Marketing Consumer behavior