Abstract
Based on Service-Dominant Logic (SDL) theory, this study surveyed 409 users who had used Taobao’s AI Universal Search and used structural equation modeling to explore the mechanisms through which AI-integrated search technology promotes online purchase intention. The findings indicate that AI and search technology influence customers’ purchase intent through value co-creation, personalization, and decision-making time. Based on the structural equation model, the study compares the extent to which decision-making time and value co-creation factors influence purchase intention. The research offers practical implications for the platform economy by highlighting the enabling effects of large language models and the provision of precise supply-demand matching. The results indicate that platforms should optimize AI search results to reduce customers’ decision-making time.
Recommended Citation
Zhao, Meina, "The Impact of the Integration of Artificial Intelligence and Search Technology on Online Purchase Intentions" (2026). ICEB 2026 Proceedings (Beijing, China). 107.
https://aisel.aisnet.org/iceb2026/107