用人工智能和品牌元素塑造消费者行为
1Social Sciences Institute, Business and Marketing Administration , Igdır University , Iğdır , Türkiye. b.armutcu2765@gmail.com.
Carbon balance and management
|February 5, 2026
概括
人工智能营销努力显著影响消费者的绿色购买行为,特别是在发展中国家的Z世代中. 品牌体验和喜好是这种关系中的关键调解者,指导可持续消费.
科学领域:
- 消费者行为 消费者行为
- 营销科学 营销科学
- 可持续的消费可持续的消费
背景情况:
- 有限的实证研究探索人工智能营销努力 (AI MEs) 对绿色购买行为 (GPB) 的影响.
- 发展中国家对Z世代消费者的关注很少.
- 了解AI MEs和品牌元素在GPB中的作用对于可持续营销至关重要.
研究的目的:
- 检查AI MEs和品牌元素对GPB的直接和中介影响.
- 调查SOR模型对人工智能驱动的可持续消费者行为的适用性.
- 为政策制定者和促进环保消费的企业提供见解.
主要方法:
- 基于调查的经验研究,共609名参与者.
- 结构方程建模-人工神经网络 (SEM-ANN) 分析.
- 使用了刺激-有机体-反应 (SOR) 模型框架.
主要成果:
- AI MEs显著影响品牌元素和GPB.
- 品牌体验和品牌偏好调解AI MEs-GPB关系.
- 品牌偏好,AI MEs和品牌体验是GPB最有影响力的预测因素.
结论:
- 人工智能营销和品牌元素的整合丰富了对可持续消费者行为的理解.
- 研究结果为利用人工智能促进绿色消费提供了理论见解和实际指导.
- 强调品牌元素在调解人工智能对消费者选择的影响中的重要性.
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