Consumer Perspectives for Purchase Intentions of Online Pharmacy Products Using Generative Artificial Intelligence

The use of artificial intelligence has helped different applications in various sectors to provide benefits that allow businesses to engage with the consumer and build stronger relationships. The more usage of generative artificial intelligence is being applied in marketing, the more important it is to understand the consumer’s attitude toward its usage and the effect of it on consumer purchase intention. This research delves into the viewpoints of online pharmacy customers, specifically examining the effects of machine learning algorithms for unparalleled accessibility and ease of use; Internet pharmacies have revolutionized the healthcare industry. If these digital platforms are to be optimized for user happiness and optimal operation, it is crucial to understand how people perceive and interact with them. Customers now have more alternatives than ever before getting their medications, thanks to the explosion of e-commerce in the healthcare and pharmaceutical industries. By taking this step, the Indian medicine business will be able to satisfy consumers better. With the rise in high-speed Internet usage, people are increasingly opting to obtain their medications online due to the convenience offered by e-medicines. A large portion of society continues to depend on the conventional way of getting medicines from pharmacies, even though more and more people, including older adults with disabilities and those residing in rural regions, have investigated and are making regular use of this cutting-edge practice. Most prediction models’ inputs were determined to be criteria pertaining to online activities and behaviors. Various machine learning techniques are used in purchase intention prediction because of their superior capacity to manage complex and massive datasets with little to no human oversight. The purpose of this study is to explore the effect of consumer attitudes toward AI-generated content within email marketing on purchasing intention. The theory of planned behavior and diffusion of innovations theory are applied to formulate the hypotheses. The research was conducted using a quantitative method in an experimental context.