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人工智能驱动的推和功能性食品购买:了解消费者决策
Wenxin Wang1, Zhiguang Chen2, Jiwei Kuang3
1Leeds University Business School, University of Leeds, Leeds LS2 9JT, UK.
Foods (Basel, Switzerland)
|April 15, 2025
概括
人工智能 (AI) 推个性化增强功能性食品购买意图. 透明度和感知到的自然性间接影响购买,突出了AI.
科学领域:
- 消费者行为 消费者行为
- 人工智能的人工智能
- 食品科学 食品科学 食品科学
背景情况:
- 由人工智能 (AI) 驱动的个性化推系统在功能性食品市场上显著影响消费者的决策.
- 人工智能推特征及其调解心理机制对购买意向的具体影响需要进一步调查.
研究的目的:
- 检查AI推特征 (个性化,透明度) 和功能性食品属性 (感知健康益处,感知自然性) 如何影响购买意图.
- 阐明人工智能建议,食品属性和购买意图之间的关系中,感知到的包装和感知到的价值的调解作用.
主要方法:
- 在研究设计中使用了刺激-有机体-反应框架.
- 通过结构化问卷调查收集数据.
- 采用结构方程建模用于假设测试和模型验证.
主要成果:
- 人工智能推个性化直接和间接地提高了购买意图.
- 人工智能透明度仅通过感知价值影响购买意图,这表明它发挥了建立信任的作用.
- 感知到的健康益处直接和间接地影响购买意图,而感知到的自然性仅通过感知到的价值间接地影响它.
结论:
- 人工智能个性化是功能性食品购买的关键驱动力,而透明度可以建立信任.
- 功能性食品的属性,如健康益处和自然性,通过感知价值调解,也影响购买决策.
- 调查结果为营销人员提供了关于利用人工智能来提高消费者对功能性食品的参与度的见解.
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