Impact of Artificial Intelligence on Consumer Purchase Intention in Food Marketing: Mediating Roles of Trust and Engagement

Abstract

The rapid integration of artificial intelligence (AI) in online food services has transformed consumer behavior, yet the mechanisms through which AI influences purchase decisions remain underexplored. This study examines the impact of AI on consumer purchase intention, with a focus on the mediating roles of consumer engagement and consumer trust in the context of online food purchases in Pakistan. A quantitative research design was employed, collecting data from 239 consumers who have experience using AI-based food applications. Data analysis was conducted using Structural Equation Modeling (SEM) via SmartPLS software to evaluate both the measurement and structural models. The results indicate that AI significantly enhances consumer engagement and consumer trust, which in turn positively affect consumer purchase intention. Mediation analysis confirms that both engagement and trust partially mediate the relationship between AI and purchase intention, highlighting the dual pathways through which AI influences consumer behavior. The findings demonstrate that AI-driven tools can improve consumers’ interaction with food brands, increase trust, and ultimately strengthen purchase intentions. These insights provide valuable implications for marketers seeking to leverage AI technologies to enhance engagement, trust, and online sales in the food industry.