Asia Pacific Journal of Marketing and Logistics, Journal Year: 2024, Volume and Issue: unknown
Published: Sept. 30, 2024
Purpose The purpose of this study is to explore the impact perceived experience with ChatGPT on online consumers' information searching behavior. also examines moderating effects those relationships. Design/methodology/approach Primary data were collected through an survey. In total, 370 eligible responses received. This applied partial least squares structural equation modeling (PLS-SEM) for analysis. Findings findings demonstrate that both personalization and relevance have a direct behaviors. Additionally, results indicate accuracy convenience lead positive Moreover, age gender education level play mechanisms in relationship. Practical implications Overall, conclusions provide valuable insights into potential improve consumers However, there are still many unanswered questions about experience. Future research needed these further our understanding revolutionize digital marketing. Originality/value To best authors’ knowledge, paper first its kind highlight behavior extensive use scientific academic work. importance lies fact it presents behaviors concerns future fears people academia as they cope deal inevitable reality artificial intelligence (AI) language models such ChatGPT.
Language: Английский