Artificial Intelligence in Consumer Decision-Making: Its Influence on Brand Switching Intentions

Abstract

The increasing adoption of artificial intelligence in consumer interfaces is changing the way people consider alternatives and brand decisions. Based on the Stimulus-Organism-Response (S-O-R) Model and the Technology Acceptance Model (TAM), this study will investigate how AI-based decision-making affects consumer intentions to switch brand, with special focus on the mediating effects of perceived usefulness and trust. Quantitative research design was adopted wherein data was obtained from 217 participants. Data was collected using structured questionnaires. The findings shows that the existing AI-based decision systems have a substantial impact on the consumer brand switching intention, via the perception of usefulness and trust.