CONSUMER AWARENESS AS A COGNITIVE BRIDGE: MEDIATING THE EFFECTS OF ARTIFICIAL INTELLIGENCE ON PURCHASE INTENTION IN ONLINE SHOPPING

The hypothesis was that consumer awareness significantly mediates the relationship between AI-driven personalisation and online purchase intention and also mediates the relationship between AI-enabled features and online purchase intention. The data was denoted with the following AIP as Artifical intelligence personalisation, CAW as Consumer awareness, CAA as Consumer Attitude to AI, PI as Purchase Intention, and AIF as Artificial Intelligence Features. The data be interpreted by using Structural Equation Modelling (SEM) with the help of JASP and SPSS.