Differences Between Men and Women in Perceiving Artificial Intelligence in Marketing: Trust, Usefulness, and Purchase Decisions
DOI:
https://doi.org/10.55707/eb.v13i1.156Keywords:
artificial intelligence, marketing, trust, perceived usefulness, purchase intention, gender differencesAbstract
This study aimed to examine the differences between men and women in trust in artificial intelligence (AI), the perceived usefulness, and the purchase intention of the products recommended by AI. The study involved 212 participants, while the data were collected via a structured questionnaire. The exploratory factor analysis (EFA) confirmed the construct validity and high reliability (Cronbach’s α > 0.8). Mann–Whitney U-tests revealed that the men reported a higher trust in AI regarding reliability, impartiality, and alignment with user interests, as well as the perceived greater usefulness in faster decision-making and time-saving, while no significant gender differences were found in terms of the purchase intention items. These findings indicate that despite the higher trust and perceived usefulness, men and women follow AI recommendations similarly. The results contribute to the understanding of the consumer behaviour and provide guidance for targeted marketing strategies.
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