The effect of Artificial Intelligence and products recommendation on purchase intention: a study of the cosmetics field

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