How Technology Readiness Influences Behavioral and Purchasing Intention: Serial Multiple Mediating Role of Attitude toward AI and AI-Driven Consumer Chatbot Experience

Abstract

With the rise of AI in digital consumer experiences, one of the key challenges for businesses is predicting and influencing consumers’ behavioral and purchase intentions in AI-driven interactions. In this regard, there appears to be a knowledge gap in the literature that cannot be determined regarding the effect of technology readiness on behavioral and purchasing intentions and, accordingly, the mediating role of attitude toward AI technology and the AI-driven consumer chatbot experience. Therefore, this research aims to determine the relationships among technology readiness, attitude toward AI technology, AI-driven consumer chatbot experience, behavioral intentions, and purchase intentions. The primary focus of the study is to evaluate the impact of Turkish consumers' technology readiness on behavioral and purchase intentions through the serial multiple mediating roles of attitude toward AI technology and the AI-driven customer chatbot experience. A questionnaire designed in line with the purpose of the research was applied to 423 respondents using AI-driven chatbots during the digital shopping experience. Although technology readiness does not directly affect behavioral and purchase intentions, attitude toward AI technology and the AI-driven consumer chatbot experience play a serial multiple mediating role in the relationship between motivations for technology readiness and purchase intention.