Decoding Consumer Intentions: The Role of Trust and Consciousness in AI-Driven Marketing Using TAM

Decoding Consumer Intentions: The Role of Trust and Consciousness in AI-Driven Marketing Using TAM

Registration ID: IJNRD_300406

Published ID: IJNRD2409162

DOI: Click Here to Get

Pranjay Bajaj , Abhishek Pathak

AI, TAM, Consumer Behaviour, Marketing, Trust, Consciousness, Purchase Intention

This report examines the influence of artificial intelligence (AI) on consumer decision-making through the Technology Acceptance Model (TAM), focusing on how companies can better communicate their AI-enabled digital products. As AI becomes a key driver of brand engagement, understanding consumer perceptions of trust, perceived usefulness, and awareness is critical for influencing purchase intentions and behavior. Using survey data and TAM constructs, this study identifies how trust in AI-generated content and consumer consciousness of AI technologies directly affect attitudes toward AI products, ultimately shaping purchase decisions. Key insights include the importance of clear, transparent communication and emphasizing the functional benefits of AI-driven products. The findings offer actionable recommendations for companies to strategically communicate AI technologies in ways that enhance consumer trust and drive engagement. These recommendations are designed to aid businesses in aligning their digital product messaging with consumer expectations, thereby influencing decision-making and fostering adoption. Limitations and future research directions are discussed to expand the practical applications of AI in digital marketing.

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"Decoding Consumer Intentions: The Role of Trust and Consciousness in AI-Driven Marketing Using TAM", IJNRD - INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT (www.IJNRD.org), ISSN:2456-4184, Vol.9, Issue 9, page no.b532-b545, September-2024, Available :https://ijnrd.org/papers/IJNRD2409162.pdf

Volume 9 Issue 9, September-2024

Pages : b532-b545

Paper Reg. ID: IJNRD_300406

Published Paper Id: IJNRD2409162

Downloads: 000121160

Research Area: Management All

Country: Gurgaon, Haryana, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2409162.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2409162

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar | ESTD YEAR: 2016

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Publisher: IJNRD (IJ Publication) Janvi Wave

This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition

Call For Paper - Volume 10 | Issue 8 | August 2025

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INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT (IJNRD) aims to explore advances in research pertaining to applied, theoretical and experimental Technological studies. The goal is to promote scientific information interchange between researchers, developers, engineers, students, and practitioners working in and around the world. IJNRD will provide an opportunity for practitioners and educators of engineering field to exchange research evidence, models of best practice and innovative ideas.

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