Impact Mechanism of AI-Driven Content Marketing on Purchase Intentions: The Moderating Role of Education
Year: 2025
Type: conference-paper
Study design: Observational Study
Abstract: Grounded in the Technology Acceptance Model and Information Processing Theory, this study empirically examines the impact mechanisms of AI-driven content marketing characteristics (creative efficiency, recommendation accuracy, and interactive immersion) on purchase intention through a questionnaire survey, and explores the moderating effect of education level. The results indicate that: (1) AI-driven content marketing characteristics have a significant but non-uniform impact on purchase intention, with creative efficiency and interactive immersion positively influencing purchase intention, while recommendation accuracy does not show a significant effect; (2) Education level significantly moderates the relationship between interactive immersion and purchase intention, with lower-educated groups being more sensitive to immersive experiences, but no significant moderating effect on creative efficiency and recommendation accuracy is found. The study reveals the heterogeneous nature of technology-enabled effects: the effectiveness of AI marketing depends not only on the match between technological features and user experience but is also constrained by user cognitive inertia.
Authors: Qingjiao Chen, Yaxian Wang, Zhi Tang
Institution: Guangxi University of Finance and Economics
Language: English
Topic: AI in Service Interactions
Subfield: Artificial Intelligence
Field: Computer Science
Domain: Physical Sciences
SDG: Quality education
Open Access status: hybrid
OpenAlex ID: W4412789570