Recently, as many products based on artificial intelligence technology have been released, research on the factors that influence the purchase decision of these artificial intelligence-based technology products has been necessary. Therefore, this study investigated to identify factors influencing the purchase of products based on artificial intelligence technology.BR An empirical study was conducted on the mediating effect of perceived value between online reviews and purchase intention and the mediating effect of technical value between perceived value and purchase intention. As a result, online reviews had a positive effect on the perceived value of prospective buyers, but did not appear to have a direct effect on purchase intention. In addition, it was confirmed that purchase intention can be influenced depending on the degree of perceived value or technological value in online reviews or prior knowledge of the AI product. The research results are expected to provide clues to research on the spread of artificial intelligence-based technology products.
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Park et al. (2024) studied this question.
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