Resumen de The role of AI as an unconventional salesperson in consumer buying decisions, satisfaction and happiness

Pedro Cuesta Valiño, Sergey Kazakov, Patricia Durán Álamo, Pablo Gutiérrez Rodríguez

• Grounded in consumer motivation theory, this study examined how trust in AI, along with its credibility and versatility, drives consumers to adopt AI in online retail, ultimately improving consumer satisfaction and happiness. Survey data from 1,471 consumers in Spain were analysed to scrutinise these linkages. The findings confirmed the proposed estimated model: trust, credibility, and versatility significantly motivated AI adoption, which in turn positively influenced satisfaction and consumer happiness. Сonversely, our results cannot evince the influence of two drivers, namely privacy/security and UI/UX, on consumer motivation to use AI for shopping. The outcomes of this study underscore the strategic value of trustworthy and adaptive AI in shaping consumer behaviour and improving retail experiences, suggesting practical guidance for businesses aiming to foster engagement and emotional connection with their target consumers through AI-driven platforms.