Research on the Relationship between Artificial Intelligence, Digital Marketing and Repurchase intention

Abstract

Abstract In recent years, artificial intelligence has developed rapidly and has become increasingly closely linked to the domestic digital market. This paper focuses on the relationship between artificial intelligence, digital marketing and product repurchase ability, and conducts research based on SOR theory and flow theory. From the perspective of SOR theory, AI-driven content and service innovation is an external “stimulus” that does not directly act on the purchasing behavior but ultimately drives the “reaction” of product repurchase by awakening the internal “organism” state of consumers, namely immersive experience. According to the flow theory, content and service innovation creates conditions for consumers to enter the flow by providing high interactivity, immediate feedback and a sense of control, clarifying the intrinsic mechanism of immersive experience as a psychological mediator. In this process, IP communication as a moderating variable can amplify the positive impact of marketing innovation on the immersive experience. The study reveals the path of action of “AI-driven innovation (stimulus) – immersive experience (organism) – product repurchase (response)”, providing theoretical references and practical insights for enterprises to enhance user stickiness and repurchase ability in the digital economy era.