Causal Relationship of Artificial Intelligence Influence in Online Platforms Trust Affecting Gen Y Purchase Intention in Bangkok
Keywords:
Artificial Intelligence, Online Platforms, Trust, Purchasing IntentionAbstract
This study aimed to 1) Examine the level of opinions on the influence of artificial intelligence on online platforms, trust, and purchase intention among Generation Y in Bangkok. 2) Analyze the causal relationship of AI influence on online platforms through trust affecting purchase intention in Generation Y in Bangkok. 3) Present a causal relationship model of AI influence on online platforms affecting purchase intention among Generation Y in Bangkok. This quantitative research used a questionnaire as the data collection tool, with the population and sample consisting of 400 Generation Y consumers who shop on online platforms in Bangkok. Data was analyzed using structural equation modeling. The results found that 1) The level of opinion regarding the influence of AI on online platforms, trust, and purchase intention among Generation Y in Bangkok was high overall. 2) The developed causal relationship was consistent with the empirical data (χ2/df = 1.371, df = 11, RMSEA = 0.030, GFI = 0.994, CFI = 0.999, NFI = 0.997, AGFI = 0.956, IFI = 0.999). AI’s influence on online platforms had a direct relationship with trust, and trust had a direct relationship with purchase intention. 3) The causal relationship model showed that AI’s influence on online platforms in terms of ease of use was related to trust in fulfilling commitments, which affected the intention for repeat purchases among consumers.
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