THE ROLE OF ARTIFICIAL ITELLIGENCE IN CUSTOMER BEHAVIOR ON SOCIAL MEDIA PLATFORMS IN HO CHI MINH CITY

Abstract

Artificial intelligence (AI) is becoming increasingly important in collecting, evaluating and predicting customer behavior on social media platforms in the context of rapid digital transformation. This study was conducted by surveying 340 social media users in Ho Chi Minh city. The collected data was processed by using SmartPLS 4.0 software with structural equation modeling (PLS-SEM). The research results identified four factors affecting consumers' positive attitudes towards AI, including: performance expectancy, positive emotions, anthropomorphism, and perceived usefulness. At the same time, positive attitudes towards AI play a mediating role in positively affecting customers' behavior on social media. The research results supplement and strengthen the theory related to AI and customer behavior, and draw managerial implications to help businesses maximize the use of AI to enhance the effectiveness of marketing strategies, customer service, and enhance the competitiveness of businesses in the digital transformation era.