The Mediating Role of Consumer Awareness in the Relationship Between Artificial Intelligence and Online Purchase Intention in South-East Nigeria

Abstract

The integration of Artificial Intelligence (AI) into the global e-commerce ecosystem is fundamentally transforming how consumers engage with digital retail platforms. In advanced economies, AI’s ability to improve customer interaction, primarily through personalisation, predictive analytics, and automation, has been extensively documented. However, the extent to which these technologies influence consumer behaviour in emerging markets, particularly in Sub-Saharan Africa, remains unclear. Cultural norms, infrastructural constraints, and trust issues continue to slow down technology adoption, creating a unique behavioural environment that differs significantly from Western contexts. The main goal was to mediate the role of consumer awareness in the relationship between artificial intelligence and online purchase intention in south-east nigeria. Specifically, the study aimed to: (1) investigate the direct effects of AI-driven personalisation, AI-enabled features (such as chatbots and virtual assistants), digital trust, and consumer attitudes toward AI on purchase intention. Using a sample of 384 online shoppers from the five states of South-East Nigeria, the study employed Partial Least Squares Structural Equation Modelling (PLS-SEM) to analyse the proposed relationships. The findings shows that all four AI-related constructs exerted significant direct effects on purchase intention, with digital trust emerging as the strongest predictor. The study conlude that, in South-East Nigeria, AI influences consumer behaviour not only by increasing convenience or efficiency but also by improving consumers’ understanding of products and processes. The study recommended amongs that Chatbots and virtual assistants should include explanatory prompts, product comparisons, and transparent reasoning.