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

Abstract

AI is transforming online shopping through personalised recommendation systems, chatbots, and virtual assistants. However, in emerging economies such as Nigeria, there remains limited research on the psychological mechanisms through which AI influences consumer behaviour. This study examines the mediating role of consumer awareness in the relationship between AI applications and online purchase intention. Grounded in the technology acceptance model and the theory of planned behaviour, the study conceptualises consumer awareness as a cognitive bridge that enhances users’ understanding of AI-enabled interactions. A quantitative explanatory design was employed, using a questionnaire administered to online shoppers across five South-East Nigerian cities. Of 384 respondents, 303 responses were analysed using structural equation modelling. Results show that AI-enabled features significantly influence purchase intentions, whereas AI-driven personalisation has no direct effect. Mediation analysis indicates that consumer awareness partially and significantly mediates the effects of both AI-driven personalisation and AI-enabled features on purchase intention. Consumers who understand AI functionalities perceive usefulness, trust, and behavioural control, which predict purchase intention. The study concludes that awareness serves as a psychological mechanism that transforms AI interactions into meaningful consumer experiences. It emphasises the need to enhance digital literacy, ensure transparent communication with AI, and implement AI strategies in contexts in South-East Nigeria.