Влияние искусственного интеллекта на намерения совершить повторную покупку: медиативный подход
Аннотация
Покупки, совершаемые на онлайн-платформах, в значительной степени основаны на искусственном интеллекте (ИИ), который формирует покупательское поведение потребителей. Для изучения намерений повторных покупок в данном исследовании использованы данные об ИИ, вовлеченности в социальные сети, оптимизации коэффициента конверсии, опыте использования бренда и предпочтениях бренда. Был проведен опрос с помощью анкеты, разосланной 355 респондентам, которые хотя бы раз покупали или пользовались услугами, предлагаемыми онлайн на любом сайте, связанном с авиацией. Гипотезы исследования были проанализированы с использованием Amos V.22. Эмпирические результаты показывают, что ИИ повлиял на вовлеченность в социальные сети, восприятие бренда, предпочтения к бренду и оптимизацию коэффициента конверсии. Оптимизация коэффициента конверсии и взаимодействие с социальными сетями также влияют на предпочтения и опыт использования бренда, которые, в свою очередь, влияют на намерение совершить повторную покупку. Кроме того, связь между искусственным интеллектом и намерением повторной покупки обусловлена вовлеченностью в социальные сети, опытом работы с брендом, оптимизацией коэффициента конверсии и предпочтениями бренда. Результаты исследования могут помочь авиакомпаниям в разработке ИИ и создании более эффективных кампаний по брендингу и маркетингу, чтобы повысить желание клиентов совершать повторные покупки. Исследование также показало, что использование ИИ в маркетинге значительно улучшило предпочтения бренда, что впоследствии повлияло на желание потребителей совершать дополнительные покупки. Кроме того, для улучшения долгосрочных коммерческих показателей и привлекательности бренда авиакомпаниям рекомендуется сосредоточить усилия по созданию бренда на ИИ и, таким образом, увеличить инвестиции в ИИ и технологии бронирования, как для привлечения новых клиентов, так и для удержания существующих.
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