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The Profound Nature of Linkage Between the Impact of the Use of Artificial Intelligence in Retail on Buying and Consumer Behavior and Consumers’ Perceptions of Artificial Intelligence on the Path to the Next Normal

Author

Listed:
  • Theodor Purcarea

    (Romanian-American University, Bucharest, Romania)

  • Valeriu Ioan-Franc

    (Romanian Academy, National Economic Research Institute, Bucharest, Romania)

  • Stefan-Alexandru Ionescu

    (Romanian-American University, Bucharest, Romania)

  • Ioan Matei Purcarea

    (Romanian-American University, Bucharest, Romania)

Abstract

The purpose of this paper is to investigate the impact of the use of Artificial Intelligence in retail on buying and consumer behavior, better understanding how consumers perceive Artificial Intelligence on the path to the Next Normal. The consumer-technology partnership is confirming the reinvention of the retail organizations, retailers’ advancement on this path involving acting on the new patterns and behaviors by considering the new technology adoption within the context of COVID-19. Based on a comprehensive literature review on the impact of Artificial Intelligence in retail a quantitative research design was employed to demonstrate the nature of linkage between this impact and consumers’ perceptions of Artificial Intelligence. The data collection was performed through survey conducted in a supermarket chain in Romania, consumers’ perceptions of Artificial Intelligence being considered a central metric for assessing the successful use of Artificial Intelligence-enabled interactions within the context of the offline-online convergence confirmed by the Store of the Future, and consumers’ use of mobile phones in their Omni channel shopping journey. The present research, whose results were validated, offers retailers deep consumer insights with regard to the buying and consumer behavior change in Romania on the path to the Next Normal.

Suggested Citation

  • Theodor Purcarea & Valeriu Ioan-Franc & Stefan-Alexandru Ionescu & Ioan Matei Purcarea, 2021. "The Profound Nature of Linkage Between the Impact of the Use of Artificial Intelligence in Retail on Buying and Consumer Behavior and Consumers’ Perceptions of Artificial Intelligence on the Path to t," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 23(56), pages 1-9, February.
    • Handle: RePEc:aes:amfeco:v:23:y:2021:i:56:p:9
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    References listed on IDEAS

    as
    1. Theodor PURCAREA & Irina PURCAREA & Anca PURCAREA, 2018. "The Impact of an Improved Smartphone App’s User Experience on the Mobile Customer Journey on the Romanian Market," PROCEEDINGS OF THE INTERNATIONAL CONFERENCE ON ECONOMICS AND SOCIAL SCIENCES, Bucharest University of Economic Studies, Romania, vol. 1(1), pages 579-588, April.
    2. Theodor Valentin Purcarea & Anca Purcarea, 2008. "Distribution in Romania at the shelf supremacy’s moment of truth: competition and cooperation," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 10(24), pages 9-25, June.
    3. PURCAREA, Theodor, 2015. "Road Map for the Store of the Future, World Premiere, May 4, 2015, at SHOP 2015, Expo Milano 2015," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 6(2), pages 36-45, June.
    4. PURCAREA, Theodor, 2019. "Retailers Reinvention in Harmony with the Shopping Tendencies," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 10(2), pages 36-46, June.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. PURCAREA, Theodor Valentin, 2023. "Retail Ongoing Reinvention at the Beginning of the New Era of Machine Knowledge Capital," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 14(1), pages 5-9, March.

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    More about this item

    Keywords

    artificial intelligence; retail; buying and consumer behaviour; consumers’ perceptions of artificial intelligence; store of the future; next normal;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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