The influence of AI word‐of‐mouth system on consumers' purchase behaviour: The mediating effect of risk perception

Abstract Artificial intelligence (AI) technology is playing an increasingly important role in achieving precision marketing. AI word‐of‐mouth system marketing focuses most on the entry point of consumers—the key information that leads consumers to buy. Based on consumer behaviour theory and information communication theory, this study constructs a research model of the influence of positive and negative online word of mouth on consumer purchase behaviour from the AI word‐of‐mouth system's four dimensions: professional degree, information quality, information quantity and information intensity. The results show that in the analysis of perceived risk, whether for positive or negative online word of mouth, consumers pay more attention to the number of information features than information quality and information intensity. In the purchase behaviour analysis, consumers are most concerned about information quality and information intensity. Perceived risk plays a mediating role in the influence of AI word of mouth on purchasing behaviour.