نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 عضو هیئت علمی پژوهشکده سیاستگذاری شریف، دانشگاه صنعتی شریف، تهران، ایران.
2 دکتری بازاریابی، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران
3 دانشجوی کارشناسی ارشد علوم شناختی، موسسه آموزش عالی علوم شناختی، تهران، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
This research investigates the influence of Artificial Intelligence (AI) on Brand Engagement (BE) in emerging markets, focusing specifically on Iran. The study analyzes the roles of System Performance Expectation (SPE), Human Behavior Recognition/Identification (HBRA), AI Understanding/Perception (IQA), and Adaptive Portfolio Strategy (AIS). Furthermore, it evaluates Digital Knowledge (DK) as a moderating variable. Data were collected from 386 active users of financial digital platforms (e.g., Aap, DigiPay) and brand-focused platforms (e.g., Digikala, Snapp) in major Iranian cities using a 5-point Likert questionnaire. The data was analyzed via Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 3, following a stratified cluster sampling method. The validated results indicate that SPE has a significant and positive effect on both HBRA and IQA. HBRA positively influences IQA, AIS, and BE. IQA significantly enhances BE, yet its effect on AIS is found to be negative and negligible. Importantly, Digital Knowledge (DK) positively moderates the relationship between HBRA and IQA, but has no significant moderating effect on the relationship between HBRA and BE. This study underscores the critical importance of system transparency and digital literacy, providing a vital framework for managers operating in emerging markets.
کلیدواژهها [English]
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