مدلسازی اثر استفاده از هوشمصنوعی بر قصد خرید در نسل زد
الموضوعات : انتقال فناوري و تجاريسازي پژوهش
الهام نی بند
1
,
حسین حاجی بابائی
2
1 - دانشگاه ملایر، ملایر، ایران
2 - دانشگاه ملایر، ملایر، ایران
الکلمات المفتاحية: هوشمصنوعی, قصد خرید, نسل زد, معادلات ساختاری, نرخ تبدیل.,
ملخص المقالة :
های روزافزون فناوری هوش مصنوعی، الگوهای خرید نسل زد را بشدت تحت تأثیر قرار داده است. این پژوهش با هدف بررسی این اثر در چارچوب مدلسازی معادلات ساختاری انجام شده است. پژوهش حاضر با رویکرد مدلسازی به بررسی تأثیر استفاده از فناوریهای هوشمصنوعی بر رفتار خرید مصرفکنندگان نسل زد میپردازد. با توجه به تحول دیجیتال و رشد سریع فناوریهای هوشمصنوعی، نسل زد بهعنوان اولین نسلی که با این فناوریها بزرگشده، واکنشهای متفاوتی نسبت به آنها دارد و از اینرو، پژوهش حاضر به شناسایی و مدلسازی مؤلفههای مختلف هوش مصنوعی و تأثیر آنها بر قصد خرید نسل زد میپردازد. برای این منظور پس از بررسی گسترده پیشینه پژوهش، توسعه فرضیهها و استخراج مدل، دادهها با استفاده از ابزار پرسشنامه گردآوری شد و با استفاده از روش نمونهگیری 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 ادراکشده و سهولت استفاده بیشترین تأثیر را بر استفاده از هوش مصنوعی در انجام خرید در میان نسل زد دارند، درحالیکه مفیدبودن ادراکشده اثر معناداری در این رابطه نداشت. همچنین، استفاده از هوشمصنوعی تأثیر بالایی بر بهینهسازینرخ تبدیل و درگیری ذهنی با رسانههای اجتماعی داشت. تجربه مشتری نیز نقش واسطهای قدرتمندی بین استفاده از هوش مصنوعی و قصد خرید و به دنبال آن بازاریابی دهان به دهان الکترونیکی ایفا کرد. این نتایج نشاندهنده نقش پررنگ عوامل احساسی و اجتماعی در پذیرش فناوری میان نسل زد . از منظر مدیریتی، یافتههای پژوهش بیانگر آن است که مدیران برند و بازاریابی باید در طراحی راهبردهای دیجیتال، از قابلیتهای هوش مصنوعی برای شخصیسازی تجربه مشتری استفاده کنند. فراهمسازی محیطهای تعاملمحور، آموزش و آشنایی عملی کاربران نسل زد با فناوری و تأکید بر سهولت کاربرد، میتواند به افزایش قصد خرید و وفاداری آنان منجر شود. همچنین توصیه میشود که سازمانها در کنار استفاده فنی از هوش مصنوعی، به ایجاد اعتماد، جذابیت بصری و فضاهای خلاقانه توجه ویژه داشته باشند تا مزیت رقابتی پایداری در بازار دیجیتال کسب کنند.
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