Artificial Intelligence and Muslim Online Shoppers: The Mediating Role of Utility and Hedonic Value in Purchase Intention

Abstrak

This study examines the influence of artificial intelligence (AI) on online purchase intention among Muslim consumers, focusing on the mediating roles of utility and hedonic value. Using the Stimulus-Organism-Response (SOR) framework, data were collected from 109 Muslim online shoppers in Solo, Indonesia, and analyzed using PLS-SEM. Results show that AI significantly increases purchase intention, with utility value acting as a significant mediator, while hedonic value does not. These findings suggest that Muslim consumers prioritize functional benefits over emotional appeal in AI-assisted shopping. Theoretically, the study contributes to Islamic consumer behavior literature by contextualizing AI within value-based decision-making. Practically, it offers insights for marketers to emphasize utility-driven AI features aligned with Muslim ethical values.