| dc.description.abstract | Rapid development and adoption of Artificial Intelligence challenge managers to
exploit this transforming technology to enhance the customer experience and
therefore their sales. This study aims to explore the effect of Artificial Intelligence
on consumers’ purchase intention in the cosmetics field. We have decided to narrow
our research to digital services powered by Artificial Intelligence, able to
recommend products to the users. We have defined two different types of skin
analysis: via a selfie or via a questionnaire; and two different types of recommended
products: products already existing in a brand’s product range or personalized
products, tailored to each consumer. Using four different scenarios, based on a type
of skin analysis and a type of recommended product, we have analyzed 11 different
constructs: Rapidity, Enjoyment, Innovativeness, Trust, Perceived Ease of Use,
Perceived Usefulness, Behavioral Intention, Technology Adoption Propensity,
Involvement Into Product Category, Attitude Toward the Brand and Purchase
Intention. Findings indicate that there is a positive effect of Rapidity and Enjoyment
on Perceived Ease of Use, but that Perceived Ease of Use does not have a significant
effect on Behavioral Intention or Purchase Intention. Besides, Innovativeness and
Trust positively affect Perceived Usefulness, which in turn positively affects
Behavioral Intention and Purchase Intention. Also, Behavioral Intention itself has
a positive impact on Purchase Intention. Finally, Technology Adoption Propensity
does not have a significant effect on Behavioral Intention and Involvement Into
Product Category does not have a significant effect on Purchase Intention, but
Attitude Toward the Brand positively affects Purchase Intention.
Keywords: Artificial | en_US |
