AI-Driven Experiences: Exploring Consumer Purchase Intentions in a Social Context

Amid rapid growth in global AI applications, technologies like virtual makeup trials are increasingly used to enhance online shopping experiences and boost purchase intentions. While prior studies focus on AI features such as interactivity, vividness, and spatial presence, research on how AI-related cybersecurity concerns influence consumer decisions remains limited. This study addresses this gap by examining how AI-powered virtual makeup trials impact purchase intentions and word-of-mouth through emotional responses like immersion and cognitive responses like personalization, considering cybersecurity concerns. Structural equation modeling of 378 participants shows that interactivity, vividness, and spatial presence significantly enhance purchase intentions and advocacy, while perceived intrusiveness, despite heightening security concerns, does not significantly deter purchases. These insights highlight critical emotional and cognitive factors in AI applications, offering guidance for companies to address consumer security and personalization needs in digital marketing.