EXPLORING AI'S ROLE IN SHAPING INFORMAL CONSUMER RELATIONSHIPS: A PATHWAY TO INCREASE THE PURCHASE INTENTION

Abstract: This study discovers the influence of AI tool physiognomies on purchase intention from a shopper standpoint, pointing to uncover the underlying contrivance through the mediating role of informal relationships. The research is grounded in the Aaker Brand Personality Model—specifically the dimensions of excitement and sincerity—and the social response theory. Data were collected via a questionnaire survey targeting young and middle-aged individuals (aged 18 to 45), and an empirical analysis was conducted using SPSS software. A total of 283 valid responses were obtained. The findings reveal that the excitement dimension of AI tools has a significantly stronger influence on consumers’ purchase intention through the formation of informal relationships compared to the sincerity dimension. Notably, AI tools do not have a direct effect on consumers’ purchase intention. Instead, informal relationships mediate the relationship between the marketing characteristics of AI tools and consumer purchase intention. This research contributes to the theoretical understanding of AI technology in marketing and offers practical implications. It suggests that online retailers selling electronic products can enhance consumer engagement and purchase intention by incorporating features that evoke excitement into their AI platforms. Keywords: Artificial Intelligence. Informal relationship, Aaker Model, Consumer Purchase intention. Title: EXPLORING AI’S ROLE IN SHAPING INFORMAL CONSUMER RELATIONSHIPS: A PATHWAY TO INCREASE THE PURCHASE INTENTION Author: Gangu A B, Dr. Rajendran S, T Kannan International Journal of Management and Commerce Innovations ISSN 2348-7585 (Online) Vol. 13, Issue 2, October 2025 - March 2026 Page No: 759-775 Research Publish Journals Website: www.researchpublish.com Published Date: 11-March-2026 DOI: https://doi.org/10.5281/zenodo.18956160 Paper Download Link (Source) https://www.researchpublish.com/papers/exploring-ais-role-in-shaping-informal-consumer-relationships-a-pathway-to-increase-the-purchase-intention