Decoding Consumer Intentions: The Role of Trust and Consciousness in AI-Driven Marketing Using TAM

Approved

Relevance and Originality

This report addresses the growing importance of AI in consumer decision-making, focusing on how companies can effectively communicate AI-enabled products using the Technology Acceptance Model (TAM). As AI becomes a major factor in brand engagement, understanding how trust, perceived usefulness, and awareness influence consumer behavior is highly relevant. The originality lies in applying TAM to AI-driven products and offering insights on enhancing communication strategies to boost consumer trust and engagement, which is a timely and valuable contribution to the field.

Methodology

The study utilizes survey data and the Technology Acceptance Model (TAM) to explore how trust in AI and consumer awareness impact attitudes toward AI products. This methodological approach is sound for assessing the influence of TAM constructs on consumer behavior. However, the abstract does not provide specific details on the survey design or how TAM constructs were operationalized, which would be beneficial for understanding the robustness of the methodology.

Validity & Reliability

The study appears to ensure validity and reliability by using TAM constructs and survey data to analyze consumer attitudes towards AI products. However, the abstract lacks details on how validity was assessed and how potential biases in the survey data were controlled. More information on the reliability of the survey instrument and the generalizability of the findings would strengthen the assessment of the study’s validity.

Clarity and Structure

The report is generally clear, with a structured approach to examining how AI affects consumer decision-making through TAM. The focus on trust, usefulness, and awareness in relation to AI products is well-defined. However, more detailed explanations of the specific findings and how they translate into actionable recommendations would improve clarity and provide a more comprehensive understanding of the results.

Result Analysis

The analysis highlights the importance of transparent communication and emphasizing functional benefits in AI-driven products. While the findings point to the significance of these factors in influencing consumer purchase decisions, the abstract does not include specific data or examples to illustrate these insights. A more detailed analysis of the results, including quantitative findings and their implications, would offer a clearer view of how AI communication strategies impact consumer behavior.

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