HOW THE USAGE OF AI INFLUENCES THE PSYCHOLOGY OF THE CONSUMER FOR EDUCATIONAL SERVICES

This article explores how the integration of artificial intelligence in educational service contexts impacts consumer psychology, particularly learners’ attitudes, motivations, perceptions, and behavioural intentions. Drawing on twenty years of marketing and consumer-psychology scholarship, the study first positions AI-driven educational services within the broader marketing ecosystem. Then, a quantitative study is reported in which a simple survey of 250 adult learners using AI-enhanced educational services was analysed to examine how perceptions of AI usage influence psychological and behavioural outcome. Results show that trust in the AI system and perceived personalization positively predict learner self-efficacy and engagement, which in turn mediate the relationship toward continued usage intention. Autonomy perceptions moderate the link between personalization and satisfaction, such that high autonomy strengthens the effect. The discussion interprets findings through the lens of stimulus organism response (SOR) theory and technology acceptance models, while considering ethical and psychological implications. The paper concludes with practical implications for educational service providers and suggestions for future research on psychological mechanisms of AI in learning environments.