The Role of Artificial Intelligence as a Mediator: Previous Psychological Factors and Purchase Intention

Abstrak

Rapid developments in artificial intelligence (AI) have transformed e-commerce by enabling personalized recommendations and enhancing user engagement. However, consumer acceptance of AI-driven systems remains influenced by various psychological factors. This study aims to examine the effects of subjective norms, attitudes, and perceived behavioral control (PBC) on purchase intention through AI in e-commerce platforms. The research integrates the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM) to explain how these psychological variables shape users’ acceptance of AI technology. Data were collected through an online survey of 250 respondents and analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) approach. The results reveal that subjective norms (β = 0.274, p = 0.002) and PBC (β = 0.455, p = 0.000) significantly and positively influence AI adoption, which in turn has a strong positive effect on purchase intention (β = 0.664, p = 0.000). Additionally, subjective norms (β = 0.182, p = 0.008) and PBC (β = 0.302, p = 0.003) indirectly affect purchase intention through AI. In contrast, attitude does not significantly affect AI adoption (β = 0.095, p = 0.311) or purchase intention (β = 0.063, p = 0.310). These findings extend TPB and TAM applications to AI-based contexts and provide practical insights for e-commerce firms to optimize AI-driven personalization and user experience

Identifier

• OpenAlex: https://openalex.org/W4416452525
• DOI: https://doi.org/10.32535/apjme.v8i3.4204