| Title: | The Impact of Intelligent Shopping Guides on Consumer Purchase Intentions |
| Author: | Tang Yingying |
| Advisor: | ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2568 (2025) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 18th National and International Academic Conference “Sustainable Horizon: Transforming Ideas into Impact” 6-7 August 2025 (pp.492-501) Click PDF |
Abstract
In recent years, with the rapid development of Internet of Things technology and the continuous expansion of the supermarket scale, people have put forward higher requirements for the traditional shopping method, and are more in pursuit of intelligent shopping and a convenient human-computer interaction shopping method . Despite the increasing popularity of intelligent shopping guides, there is a lack of in-depth research on consumers’ attitudes and acceptance of them.
The following research objectives were proposed: 1. To explore the influence of intelligent shopping guide features on consumers’ purchase intention. 2. To examine the mediating role of perceived trust in the relationship between intelligent shopping guide features and consumers’ purchase intention.
This study adopted a quantitative research method of questionnaire survey. A total of 313 questionnaires were collected, and 307 valid questionnaires were obtained. The following conclusions were drawn: 1. The four features of anthropomorphism, professionalism, favorability, and intelligence level are significantly positively correlated with consumers’ purchase intention; 2. Perceived trust has a mediating effect in the relationship between intelligent shopping guide features and purchase intention, which indicates that perceived trust prompts consumers under social distance to purchase intention.The following recommendations are proposed: 1. Upgrade and iterate intelligent shopping guides to enhance service quality and competitive advantages; 2. Address the limitations of artificial intelligence technology.
Keywords: intelligent shopping guide，perceived trust，purchase intention
6717195009 Tang Yingying, 2568 (2025). Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, สารนิพนธ์ (Independent Study), The Impact of Intelligent Shopping Guides on Consumer Purchase Intentions, นำเสนอในที่ประชุมวิชาการ (Conference), The 18th National and International Academic Conference 2025, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
