Exploring the Impact of ‘Emotion-Recognition-AI’ on Consumer Trust and Satisfaction

The goal of this research is to study key factors related to ‘Emotion-Recognition-AI’ that influences consumers' purchase behavior and consumer Trust and Satisfaction. A total of 609 respondents participated using convenience sampling in questionnaire survey and 433 valid responses were found. SMART-PLS software is used to assess the data and build structural equation model. The variables ‘Emotion-Recognition-AI’ type, Emotion Display Format, Product Category, and User Interface Design have a significant impact on Consumer Engagement and Trust and Customer Satisfaction. But, the variable Emotion Feedback Timing do not have much impact on mediating and dependent variables. There may be other external variables that could impact consumer trust and satisfaction. This research aims to contribute to the study of how AI technology can influence consumer behavior and decision-making processes and can be of great help to the marketing pros who want to explore AI tools for marketing strategy.