Artificial intelligence (AI) has transformed marketing into a precision era with individualized strategies. AI-empowered marketing strategies such as personalized recommendations and intelligent customer service are now widely applied on social media platforms. This study employs the Stimulus-Organism-Response (S-O-R) model and privacy calculus theory to empirically test the mechanism and boundary conditions of the impact of AI-driven precision marketing strategies on consumers purchase intentions. Data from 507 social media users were collected via 7-point Likert scale questionnaires. Data analysis was conducted using SPSS for descriptive statistics and structural equation modeling (SEM) for path analysis, including tests of mediation and moderation effects. SEM analysis confirmed the significant positive effect of AI precision marketing on purchase intentions (=0.629, p<0.001); consumer perceived value plays a partial mediating role (=0.257, p<0.001). Privacy concerns showed no moderation effect (=-0.005, p=0.872).
Zichang Hao (Fri,) studied this question.