The consumer attitude towards AI in marketing : An experimental study of consumers attitudes and purchase intention

Abstract: The use of AI has developed during the recent decades, and the application of it within different markets is continually growing. The application of it within marketing comes with different benefits that allow businesses to engage with the consumer and build a stronger relationship. The more AI is becoming applied in marketing, the more important it is to understand the consumers attitude towards its usage and effect of it on consumer purchase intention. The purpose of this study is to explore the effect of consumer attitudes towards AI- generated content within email marketing on purchasing intention. Theory of planned behavior and diffusion of innovations theory are applied to formulate the hypotheses. The research was conducted using a quantitative method in an experimental context. An online survey divided into two parts was developed and distributed to participants in Sweden in ages from 18 and above. A total of 114 respondents were recorded in the first survey and of those, 71 respondents were recorded in the second survey. The data was then analyzed in SPSS. The results from the survey showed the element of compatibility within the theory of diffusion of innovation having a significant and positive effect on consumers attitude towards AI-usage in marketing. The relationship between the observability element and attitude was found to be non-significant. Additionally, no significant difference was found when comparing the experimental group and the control group. Lastly, attitude towards AI was found to have a significant and positive effect on purchasing intention in the experimental group.