Perceived attributes of artificial intelligence (AI) toward consumers’ AI attitudes and purchase intention in an AI powered retail shopping space

Purpose The study aims to analyze the influence of perceived attributes of artificial intelligence (AI) on consumer purchase intention; it also examines the moderating effect of technology readiness (TR) on the link between AI related attitudes and consumer purchase intention for fast-moving consumer goods (FMCGs) in AI powered retail outlets. Design/methodology/approach Drawing from the literature, we developed a conceptual model and empirically tested the model by administering a survey questionnaire to a sample of 354 retail consumers, using Smart PLS-SEM. Findings Empirical findings suggest that perceived AI technology attributes, namely, perceived usefulness, ease of use, anthropomorphism, intelligence, animacy and attitudes toward AI have a significant positive influence on consumer purchase intention for FMCGs. Furthermore, TR positively moderated the influence of the AI-related attitudes on consumer purchase intention for FMCGs in an AI-powered retail space. Practical implications The study highlights several pathways for retail strategy development both in global and local retail industries that can be beneficial to retail professionals as well as international marketing scholars. Finally, theoretical and practical suggestions and future research directions are also discussed. Originality/value The study advances the literature on AI and consumer behavior by providing an integrated view of the technology acceptance model (TAM) with a set of complementary intrinsic technology cues and TR from a personality trait perspective in predicting the relationships between perceived AI attributes and consumer purchase intention in an AI powered retail space.