Analysis of AI's Impact on Purchase Intention on Social Media Platforms

Customer purchase intention is a critical metric in the social media. This research explores the factors influencing purchase decisions on social media platforms, particularly through the lens of Artificial Intelligence (AI) technologies. Utilizing the Stimulus-Organism-Response (SOR) Model, the study investigates how user behavior is impacted by AI technology to purchase intention. There are 5 critical variables are central to this research: AI Network Recommendations, AI Personalized Feed, AI Quality, Consumer Engagement, and Purchase Intention. The SOR model is employed to assess the validity of the hypothesized relationships. Data collected from 409 participants between April - May 2024 was analyzed using SmartPLS 4.0. This study's findings demonstrate that AI features used on social media positively influence purchase intention.