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Publicação
When Luxury Meets AI: How AI-Powered Shopping Platforms Shape Consumer Experience, Trust, and Purchase Intention in the Luxury Market
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Resumo(s)
This dissertation examines how different value framings (hedonic and utilitarian) shape consumers’ responses to AI-mediated luxury shopping experiences. Based on the Technology Acceptance Model and hedonic–utilitarian value theory, the study investigates the relationship between perceived usefulness, trust in AI platforms, brand engagement, luxury purchase experience and purchase intention. An experimental design involving two scenario-based shopping journeys was employed, with participants exposed to one of these two journeys. Data were collected via an online questionnaire (n = 152) and analysed using SPSS and the PROCESS macro. The measurement scales showed strong internal consistency, confirming the reliability of the constructs. No significant differences were found in perceived usefulness, brand engagement or purchase intention when comparing the hedonic and utilitarian scenarios. Mediation analysis showed that trust in the AI platform plays a central role in explaining how brand engagement influences purchase intention. In contrast, luxury purchase experience did not moderate this relationship. Overall, the findings suggest that consumers' reactions in AI-assisted luxury contexts are influenced less by the type of value framing and more by the degree of trust placed in the technology. These results highlight the importance of designing AI interactions that are perceived as credible and reliable, and that align with the emotional depth expected in luxury consumption.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Luxury Artificial Intelligence Purchase Intention Perceived Usefulness Hedonic Value Utilitarian Value Brand Engagement Trust in AI