Exploring the Influence of AI Technologies on Consumer Behavior in Retail: A Study of Emotions before Purchase using Recommendation Agents

Abstract

The retail industry has undergone profound changes with the integration of AI technologies, especially through the use of recommendation agents that influence consumers’ purchasing decisions. Despite the growing presence of recommendation agents in companies, there is a lack of empirical studies addressing the emotional impact of AI use in retail. The goal of this research is to explore the impact of recommendation agents on consumers’ purchase intentions and subjective well-being, as well as the emotions they experience during this process. Two experimental studies were conducted, one of which included a neuromarketing analysis using FaceReader software. The findings suggest that higher resistance to AI is associated with greater fear, and that the use of recommendation agents increases purchase intention but only in a higher-involvement purchase context. Furthermore, the neuromarketing analysis revealed that, contrary to expectations, consumers feel happier when making purchases without AI assistance, and sometimes the self-reported emotions differ from those detected by the software. These findings underscore the significance of recommendation agents in influencing consumer behavior, emphasizing their potential to enhance the shopping experience and influence emotional responses, particularly in contexts where convenience and personalization are valued. Therefore, it is essential for businesses to understand these conditions to effectively implement AI technologies in retail environments.