The moderating role of privacy concern on the relation between artificial intelligence and consumer purchase intention: An Applied Study on Telecommunication Sector in Egypt. | ||||
| المجلة العلمية للبحوث والدراسات التجارية | ||||
| Volume 37, Issue 4, December 2023, Page 1589-1631 PDF (921.42 K) | ||||
| Document Type: المقالة الأصلية | ||||
| DOI: 10.21608/sjrbs.2023.177507.1412 | ||||
 View on SCiNiTO | ||||
| Author | ||||
هالة عفيفي 
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| Business Admin. Department, School of Business, Canadian international college | ||||
| Abstract | ||||
| Due to recent technological advancements, the number of intelligent websites and mobile applications has increased. In order to create value for both businesses and customers, the novel technological application of Artificial Intelligence is being introduced in many sectors, particularly in the telecommunications sector. With the help of Artificial Intelligence, potential customers can virtually interact with various products on online marketplaces, saving time and effort on the decision-making process. The present study aims to provide light on how privacy concerns affect the relation between Artificial Intelligence and Purchase Intention. This study employs a survey questionnaire to gather information for its comprehensive descriptive, quantitative examination. The study aims to generalize its findings across the field and investigates the moderating role of customers privacy concerns in the relation between Artificial Intelligence and Purchase Intention by statistically evaluating Purchase Intention, Artificial Intelligence using the Technology Acceptance Model (TAM), and customers privacy concerns. In order to conduct the research, 233 participants who are all Egyptian telecom customers are surveyed. As for the samples, the non-probability sample for the study was selected since it was very difficult to get sampling frames from the numerous companies in Egypt. In comparison to probability samples, non-probability samples typically cost less and take less time to gather. The study's conclusions indicate that the relation between Artificial Intelligence and consumer purchase intention is mitigated by privacy concerns. | ||||
| Keywords | ||||
| Artificial Intelligence; Purchase Intention; Privacy Concerns; Telecommunication; TAM; Perceived Usefulness and Perceived Ease of Use | ||||
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