The impact of AI-driven personalization on customers’ purchase intention in the beauty industry
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| Dokumentumtípus: | TDK dolgozat |
| Kulcsszavak: | behaviorizmus e-marketing - elektronikus marketing fogyasztói magatartás mesterséges intelligencia vásárlás |
| Online Access: | http://dolgozattar.uni-bge.hu/60507 |
| Kivonat: | The development of Artificial Intelligence (AI) has created significant changes in the field of marketing, especially in the beauty industry - where brands are increasingly applying AI to personalize customer experiences and improve marketing effectiveness. This study investigates the impact of AI-driven personalization on consumer purchase intention in the beauty industry, drawing upon empirical evidence from the Vietnamese market, focusing on four key dimensions: content relevance, diagnostic accuracy and fit, interactivity, and customization depth. The data was collected from 248 female consumers who experienced the L’Oréal Skin Genius tool - an AI-based skin analysis and product recommendation platform. Employing a quantitative research approach, the study utilized SPSS Statistics to perform reliability testing, exploratory factor analysis, correlation analysis, and multivariate linear regression to identify the determinants of purchase intention. The findings reveal that diagnostic accuracy & relevance, interactivity, and content relevance exert a positive and statistically significant impact on purchase intention, whereas customization shows no significant effect. The research contributes to a deeper understanding of AI’s role in enhancing consumer experience and purchase conversion, while suggesting a strategic approach in optimizing the application of AI personalization technology in the modern beauty market. |
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