Impact of Artificial Intelligence on Compulsive Buyers

Rapid growth in Technological development and change in consumer lifestyle has led to increased online shopping among the consumers. Online vendors are using artificial intelligence to attract customers to make online purchases, which has led to consumers making unplanned purchase. The irrepressible or excessive buying over the internet can be defined as online compulsive buying. This addictive behavior is recognized as a prominent psychiatric and psychological state that has the ability to influence an individual’s well-being. The main purpose of this research article is to identify the factors which leads to online addiction. A questionnaire was designed and administered to 250 respondents. The data collected was analyzed using structural equation modelling. The results revealed that materialism (β = 0.132, p < 0.001), brand attachment (β = 0.149, p < 0.05), and artificial intelligence (β = 0.149, p < 0.05) had an impact on compulsive buying. The results revealed that marketers should focus on building good relationship with consumers since it will result in positive word of mouth and also repeat purchase. It also highlights the role of artificial intelligence to the marketer. Using of AI helps companies in convincing people to buy more products.