مدلسازی اثر استفاده از هوش مصنوعی بر قصد خرید در نسل زد
محورهای موضوعی : Technology Transfer and Commercialization of Researches
الهام نی بند
1
,
حسین حاجی بابائی
2
1 - دانشجوی کارشناسی ارشد،گروه مدیریت ، دانشکده ادبیات و علوم انسانی، دانشگاه ملایر، ملایر، ایران
2 - استادیار،گروه مدیریت ، دانشکده ادبیات و علوم انسانی، دانشگاه ملایر، ملایر، ایران
کلید واژه: هوش مصنوعی, قصد خرید, نسل زد, معادلات ساختاری .,
چکیده مقاله :
پژوهش حاضر با رویکرد مدل سازی به بررسی تأثیر استفاده از فناوری های هوش مصنوعی بر رفتار خرید مصرف کنندگان نسل زد می پردازد. با توجه به تحول دیجیتال و رشد سریع فناوری های هوش مصنوعی، نسل زد بهعنوان اولین نسلی که با این فناوری ها بزرگ شده ، واکنش های متفاوتی نسبت به آن ها دارد و ازاینرو، پژوهش حاضر به شناسایی و مدلسازی مؤلفه های مختلف هوش مصنوعی وتأثیر آن ها بر قصد خرید نسل زد می پردازد. برای این منظور پس از بررسی گسترده پیشینه پژوهش، توسعه فرضیه ها و استخراج مدل، داده ها با استفاده از ابزار پرسشنامه گردآوری شد و با استفاده از روش نمونه گیری هدفمند،384 نفر مورد بررسی قرار گرفتند و در نهایت برای آزمون مدل و فرضیههای پیشنهادی، از مدلسازی معادلات ساختاری استفاده شد.پژوهش حاضر حاکی از آن است که لذت ادراک شده و سهولت استفاده بیشترین تأثیر را بر استفاده از هوش مصنوعی در انجام خرید در میان نسل زد دارند، در حالی که مفید بودن ادراک شده اثر معناداری در این رابطه نداشت. همچنین، استفاده از هوش مصنوعی تأثیر بالایی بر بهینه سازی نرخ تبدیل و درگیری ذهنی با رسانه های اجتماعی داشت. تجربه مشتری نیز نقش واسطه ای قدرتمندی بین استفاده از هوش مصنوعی و قصد خرید و به دنبال آن بازاریابی دهان به دهان الکترونکی ایفا کرد. این نتایج نشان دهنده نقش پررنگ عوامل احساسی و اجتماعی در پذیرش فناوری میان نسل زد است.
The purchasing behavior of Generation Z consumers. Given the ongoing digital transformation and the rapid advancement of AI, Generation Z—recognized as the first cohort to grow up alongside these technologies—demonstrates distinct reactions toward their use. Accordingly, this research seeks to identify and model the key dimensions of AI and their influence on Gen Z’s purchase intentions. To achieve this, an extensive review of prior studies was conducted, hypotheses were developed, and a conceptual model was formulated. Data were collected through a structured questionnaire, and 384 respondents were surveyed using purposive sampling. Structural equation modeling was then applied to test the proposed model and hypotheses. The findings reveal that perceived enjoyment and ease of use exert the strongest effects on Gen Z’s adoption of AI in purchasing, whereas perceived usefulness did not show a significant impact. Moreover, AI utilization was found to strongly enhance conversion rate optimization and cognitive engagement with social media platforms. Customer experience also played a powerful mediating role between AI adoption and purchase intention, subsequently fostering electronic word-of-mouth (eWOM). These results underscore the critical importance of emotional and social factors in shaping technology acceptance among Generation Z
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