AI Technology and Online Purchase Intention: Structural Equation Model Based on Perceived Value

(1) Background: AI technology has been deeply applied to online shopping platforms provide more accurate and personalized services for consumers. It is of great significance study the different functional experiences consumers improve current application status technology. (2) Method: Based on “SOR” model, this divides experienced by into three dimensions: accuracy, insight, interaction experience. The perceived value taken as mediating variable from prospect utility hedonic value. This article uses empirical research methods analyze effect dimensions experience internal influence mechanism consumers’ purchase intention. (3) Results: 1. marketing each have a significant positive impact value; 2. Both obtained an can promote formation intention; 3. was better than at promoting