What question did this study set out to answer?

The aim is to explore how AI technology application in e-commerce influences consumers' purchase intentions.

February 28, 2026Social Behavior and Personality An International Journal0 citationsOpen Access

Artificial intelligence technology application on e-commerce platforms influences Chinese consumers' purchase intention

CZChanghao ZhangAnimal Husbandry & Veterinary MRMengyu RenHainan University YDYijun Dong

Key Points

The aim is to explore how AI technology application in e-commerce influences consumers' purchase intentions.
Analyzed data from 387 valid questionnaires
Focused on users of major Chinese e-commerce platforms
Utilized Mplus 8.0 for data analysis
AI technology application positively influences purchase intention
Perceived benefits and psychological resistance mediate this relationship
Brand attachment moderates the effect of AI technology on purchase intention

Abstract

Academic perspectives differ greatly regarding the influence of artificial intelligence (AI) technology application in e-commerce settings on consumers' purchase intention. Thus, exploring the internal mechanism of this relationship is of great practical value. This study analyzed data from 387 valid questionnaires collected from users of major Chinese e-commerce platforms (JD. com, Alibaba/Taobao, and Pinduoduo) using Mplus 8.0. The results showed that AI technology application on e-commerce platforms was positively related to purchase intention. Further, perceived benefits and psychological resistance mediated the relationship between AI technology application and purchase intention, and brand attachment moderated this relationship. These findings enrich marketing and consumer psychology theories and offer useful references for e-commerce platforms to design targeted marketing strategies and boost consumers ' purchase intention.

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