THE ROLE OF AI SOCIAL TRAITS IN AI-BASED CHATBOTS AND THEIR IMPACT ON CONSUMER PURCHASE INTENTIONS: A SYSTEMATIC REVIEW OF PERCEIVED AUTHENTICITY AS A MEDIATING FACTOR

Abstract

The proposed research investigates the nature of the AI social traits’ based entities and nature of the AI-based systems on the consumer behavior with consideration on the influence it has on determining the level of trust, engagement and purchase intent by the perceived authenticity as a mediator. The use of artificial intelligence (AI) to behave like humans, such as feeling warm, experience empathy and competence will drive up consumer confidence and involvement hence leading to consumer buying. Perceived authenticity plays a crucial role, especially in the mediation of such effects because it enhances trust and interaction of a consumer. The systematic review was supported by the recommended empirical publications published in 2015-2025 and analysed the findings of different academic databases. The findings indicate that AI social based systems and perceived authenticity can have important impacts on purchase intention and trust. These conclusions demonstrate that the development of AI based solutions that will be credible and trustful is necessary to generate good consumer experience and brand loyalty. It is recommended that further research should be conducted on the way to control such dynamics in other areas so that AI-based applications can make human interactions with consumers more efficient.