The Influence of AI Marketing Technology on Online Purchasing Decisions of Household Consumers in Thailand

  • นิเวศน์ ธรรมะ ฝ่ายหลักสูตรโครงการพิเศษ โครงการบริหารธุรกิจมหาบัณฑิต มหาวิทยาลัยรามคำแหง
  • วันเพ็ญ อนิวรรตนพงศ์, รศ. Ramkhamhaeng University
  • วิไลวรรณ ทองประยูร, รศ. Ramkhamhaeng University
  • ประไพทิพย์ ลือพงษ์, ผศ.ดร. Ramkhamhaeng University
  • เมธาวี อนิวรรตนพงศ์, ดร. Ramkhamhaeng University
Keywords: Artificial Intelligence, Technology in E-Commerce, AI Shopping Experience, Online Purchasing Decision


In e-commerce, artificial intelligence alters the nature of online retail. Very little research has been conducted in Thailand on the impact of artificial intelligence (AI) on household consumer purchasing decisions. The Technology Acceptance Model (TAM) is the primary theory used to describe the research framework, which consists of five model variables. There are shopping experiences of AI marketing on online platforms, perceived usefulness of AI marketing technology on online platforms, perceived ease of use of AI marketing technology on online platforms, consumer intent to buy online on online platforms, and decision-making on online platforms with AI marketing technology. This research aims to examine the impact of AI marketing technology on the online purchasing decisions of Thai consumers. The research contributes to formulating a more effective digital marketing strategy by surveying 300 individuals who have shopped online on platforms with AI marketing technology and analyzing their responses with structural equation modeling. The analysis results indicate that consumers' online purchase decisions are directly influenced by their online purchase intentions. Online shopping experience with AI marketing technology, perceived usefulness of AI marketing technology, and perceived ease of use of AI marketing technology have statistically significant indirect effects on consumers' decisions to purchase online products on online platforms with statistical significance at the 0.01 level.


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