The Impact of AI in Retail Industry on Consumer Behavior

As more and more smart technology products are introduced, digitalization has become a topic of great concern and brings better experience value to consumers, thus bring the retail industry into Retail 5.0. This study intended to use Canva AI to build a generative store model, and tested the proposed model on subjects aged between 22 and 30. A survey was then conducted to analyze the differences in experiential value, and 81 questionnaires were retrieved. The results of UTAUT indicate that performance expectancy, effort expectancy, and social influence have significant impact on behavior intention. This study further confirmed that experience value moderates the effects of performance expectancy, effort expectancy, and social influence. Moreover, effort expectancy and social influence have significant effect on behavior intention, while social influence mediates the effect of experience value on consumers' behavior intention to make a purchase after using generative images.