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Exploring the Influence of AI Technologies on Consumer Behavior in Retail: A Study of Emotions before Purchase using Recommendation Agents
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| 1.39 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
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.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Business Intelligence
Palavras-chave
Recommendation Agent Artificial Intelligence Consumer Behavior Purchase Intention Emotions Facereader SDG 3 - Good health and well-being SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure