CONSUMER AWARENESS AS A COGNITIVE BRIDGE: MEDIATING THE EFFECTS OF ARTIFICIAL INTELLIGENCE ON PURCHASE INTENTION IN ONLINE SHOPPING
Description
The hypothesis was that consumer awareness significantly mediates the relationship between AI-driven personalisation and online purchase intention and also mediates the relationship between AI-enabled features and online purchase intention. The data was denoted with the following AIP as Artifical intelligence personalisation, CAW as Consumer awareness, CAA as Consumer Attitude to AI, PI as Purchase Intention, and AIF as Artificial Intelligence Features. The data be interpreted by using Structural Equation Modelling (SEM) with the help of JASP and SPSS.
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Steps to reproduce
The data were gathered through a structured, self-administered questionnaire distributed electronically, which is deemed suitable for online shopping behaviour and AI-enabled digital environments. SPSS was used
Institutions
- Nnamdi Azikiwe University Department of Marketing
- Elsevier Ltd