Empirical Analysis of the Impact of Artificial Intelligence-Driven Red Packet Marketing on Alipay Usage Intention

This paper focuses on the influence of AI-driven red packet marketing on the willingness to use Alipay. The study classifies red packet marketing into three types: time-limited red packet, lucky draw red packet, and battle packet, and accurately analyzes its influence factors on the willingness to use Alipay with the help of AI technology, which are time pressure, speculative consumption, and participation in community activities, respectively. By introducing perceived value as a mediating variable and platform trust as a moderating variable, the hypotheses were tested based on 408 questionnaire data using SPSS 22.0 software, combined with multiple regression and hierarchical regression analysis methods. The results show that the red packet marketing strategy optimized by artificial intelligence can significantly enhance users' perceived value and willingness to use. Finally, the countermeasures are proposed: using artificial intelligence to accurately grasp the time-limited nature of red packets and the speculative psychology of users to optimize the design of red packet activities; enhancing the perceived value of red packet marketing through intelligent recommendation, so as to enhance users' willingness to use Alipay.