Consumer Motivation: Brand Trust and Purchase Intention through AI Experiences

Abstract

This study investigates the role of AI interactions in the brand trust and purchasing behavior through hedonic and utilitarian motivations in consumer experiences. Through a quantitative approach, the research will be conducted with consumers from the U.S., and the data will be collected with an online survey, via the platform Amazon Mechanical Turk. The data will be analyzed using Confirmatory Factor Analysis, and Structural Equation Modeling, with Smart PLS and SPSS. We expect to contribute to the consumer research field, showing how consumers’ types of motivation could shape their AI experiences, and, in turn, how those interactions impact their trust in brands and purchasing behavior, as well. We also want to contribute to companies and practitioners, providing new insights about the use and perception on AI strategies and how they can help build brand trust and consumer purchase decision.