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Journals / Anadolu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi / 2025 / Volume: 26 Issue: 4

THE IMPACT OF CONSUMER VALUES ON BEHAVIORAL INTENTIONS THROUGH ATTITUDE IN AI-ASSISTED SHOPPING

Ozge Habiboglu(TEKİRDAĞ NAMIK KEMAL ÜNİVERSİTESİ)0000-0001-5312-5024
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Publication Date
2025-12-29
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The results show that all five consumption values significantly influenced behavioural intentions through attitude among inexperienced consumers.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study investigates the effect of consumption values on behavioural intentions through attitude in the context of AI-assisted shopping.
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Key Findings & Data:Data were collected from 282 consumers residing in Türkiye via a structured questionnaire.
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Conclusion & Impact:The results show that all five consumption values significantly influenced behavioural intentions through attitude among inexperienced consumers.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:AI Assisted Shopping · Consumption Values · Attitude

Abstract

This study investigates the effect of consumption values on behavioural intentions through attitude in the context of AI-assisted shopping. The research compares two consumer segments: those with and without prior AI shopping experience. The study aims to determine whether and how five consumption values influence behavioural intentions mediated by consumer attitudes. Data were collected from 282 consumers residing in Türkiye via a structured questionnaire. Using Hayes' PROCESS Macro Model 4, each group's mediation analyses were conducted separately. The results show that all five consumption values significantly influenced behavioural intentions through attitude among inexperienced consumers. For experienced consumers, only functional, emotional, and conditional values showed significant indirect effects. The findings underscore the varying roles of value dimensions based on AI experience. The research enhances the current body of knowledge by examining the differences between user and non-user perceptions in AI-driven retail. It offers practical insights for tailoring marketing strategies to different consumer segments.

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Cite This Article

Habiboglu, O. (2025). THE IMPACT OF CONSUMER VALUES ON BEHAVIORAL INTENTIONS THROUGH ATTITUDE IN AI-ASSISTED SHOPPING. Anadolu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Volume: 26 Issue: 4. https://doi.org/10.53443/anadoluibfd.1681016

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