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

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

Theodor Purcarea, Valeriu Ioan-Franc, Ştefan-Alexandru Ionescu, Ioan Matei Purcărea

The purpose of this paper is to investigate the impact of the use of Artificial Intelligence inretail on buying and consumer behavior, better understanding how consumers perceiveArtificial Intelligence on the path to the Next Normal. The consumer-technology partnershipis confirming the reinvention of the retail organizations, retailers’ advancement on this pathinvolving acting on the new patterns and behaviors by considering the new technologyadoption within the context of COVID-19. Based on a comprehensive literature review onthe impact of Artificial Intelligence in retail a quantitative research design was employed todemonstrate the nature of linkage between this impact and consumers’ perceptions ofArtificial Intelligence. The data collection was performed through survey conducted in asupermarket chain in Romania, consumers’ perceptions of Artificial Intelligence beingconsidered a central metric for assessing the successful use of Artificial Intelligence-enabledinteractions within the context of the offline-online convergence confirmed by the Store ofthe Future, and consumers’ use of mobile phones in their Omni channel shopping journey.The present research, whose results were validated, offers retailers deep consumer insightswith regard to the buying and consumer behavior change in Romania on the path to the NextNormal

2021

artificial intelligence, retail, buying and consumer behaviour, consumers’ perceptions of artificial intelligence, store of the future, next normal

10.24818/EA/2021/56/9

Amfiteatru Economic

Academy of Economic Studies of Bucharest

Business, Economics as a science