Perceived anthropomorphism and purchase intention using artificial intelligence technology: examining the moderated effect of trust

Purpose This study explores features that impact consumers' purchase intention through artificial intelligence (AI), because it is believed that through artificial intelligence, consumers' intention to purchase grows significantly, especially in the retail sector, whereby retailers provide lucrative offers to motivate consumers. The study develops a theoretical framework based on media-richness theory to investigate the role of perceived anthropomorphism toward an intention to purchase products using AI. Design/methodology/approach The study is based on cross-sectional data through an online survey. The data have been analyzed using PLS-SEM and SPSS PROCESS macro. Findings The results show that consumers tend to demand anthropomorphized products to gain a better shopping experience and, therefore, demand features that attract and motivate them to purchase through artificial intelligence via mediating variables, such as perceived animacy and perceived intelligence. Moreover, trust in artificial intelligence moderates the relationship between perceived anthropomorphism and perceived animacy. Originality/value The study investigates and concludes with managerial and academic insights into consumer purchase intention through artificial intelligence in the retail and marketing sector.