The Moderating effect of Artificial Intelligence on the Relation between Consumer Privacy Concerns and Online Purchase Intention in Egypt

نوع المستند : المقالة الأصلية

المؤلفون

1 ادارة الاعمال،تسويق،الأكاديمية العربية للعلوم و التكنولوجيا و النقل البحر،القاهرة ،مصر

2 عميد كلية تكنولوجيا الاعمال،جامعة مصر للمعلوماتية استاذالتسويق،كلية التجارة،جامعة السويس

المستخلص

Marketers need to understand Consumer Online Purchase intention (OPI) In terms of Artificial intelligence Tool, this research Examined the moderating effect of Privacy protection policy on Relation between Consumer privacy Concerns (CPC), Trust and risk Believes with online Purchase intention, a quantitative approach was held in Egypt , For Consumer who purchased at least once from Jumia or amaozon.com, Research results were held by an online Structured quantitative questionnaire Consisted of 38 questions with 8 demographical questions, the Quantitative analysis were analyzed by Statistical Package for the Social Sciences (SPSS) and Partial Least Squares (PLS). and research hypothesis was tested by the Coefficient of Determinations (R2) and Path coefficient
The Total Number of responses were 200 Participant, and the results were as follow there is a weak Positive relation between CPC and OPI, a Moderate Positive relationship between Trust believes and OPI, a Negative relationship between risk believes and OPI, and there is no Moderating Impact of Privacy Protection Policy on the relation between CPC, Trust and risk believes with OPI.
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