Consumer Responses to AI Assistance across the Purchase Journey: A Cognitive – Affective Perspective

Artificial intelligence (AI) has swiftly transitioned from a science-fiction notion to a dominant influence on daily life and commercial operations. The rapid expansion of generative AI, as demonstrated by ChatGPT attaining 100 million users in just two months, underscores its increasing impact on consumer-technology dynamics. AI is anticipated to add as much as USD 15.7 trillion to global GDP by 2030, making its position in retail and digital marketing increasingly critical. AI tools already assist consumers across the purchasing process, from information retrieval to decision-making. This study analyzes the impact of AI tools on consumer reactions throughout the purchasing process by exploring the cognitive (satisfaction) and affective (arousal) mechanisms that determine continuance intention. Using a survey with a 5-point Likert scale, this study employed a quantitative methodology. The survey was conducted online utilizing a convenience sampling method. The sample comprised 421 respondents from Vietnam, aged 18 to 50 years. The respondents are individuals who have previously engaged in AI-assisted purchase transactions. Subsequent to screening, the data were evaluated with the Structural Equation Model (SEM), conducted with SmartPLS 3. The results revealed two simultaneous psychological paths: the cognitive path (satisfaction) and the affective path (arousal). Satisfaction serves as a complementary mediator linking functional attributes to continuation intention, whereas arousal fully mediates the effects of personalization and anthropomorphism. The MGA results indicated that gender differences (male – female) and product type differences (utilitarian – hedonic) influence the formation of cognitive and emotional responses, rather than their translation into behavioral intention.