ARTIFICIAL INTELLIGENCE TOOLS ON CONSUMER PURCHASE ATTITUDE

This study investigates the influence of modern technological advancements specifically the application of Artificial Intelligence (AI) on consumer purchase attitudes. The study focuses on key AI-related variables: AI-generated content, AI-based chatbot systems, and trust in AI. The primary objective is to assess how these factors positively shape consumers’ perceptions, trust levels, and purchase decision-making processes concerning products and services. In addition, the research considers complementary variables such as psychological attitudes, trust in technology, and habitual usage behavior. Quantitative data were collected and analyzed using SPSS software. The analytical methods employed include factor analysis, reliability testing, T-tests, ANOVA, correlation, and regression analysis to examine the relationships and impact levels among the variables. The findings indicate that AI utilization significantly enhances consumer trust, perception, and purchase attitudes. Furthermore, the study reveals demographic differences - particularly in relation to education and age ‒ that influence these outcomes. The results offer valuable insights for policymakers and practitioners seeking to improve the application of AI in future marketing and e-commerce strategies.