INFLUÊNCIA DA INTELIGÊNCIA ARTIFICIAL NAS DECISÕES DE COMPRA DO CONSUMIDOR
DOI:
https://doi.org/10.23925/2595-4865.2026v2n21.75625Palavras-chave:
inteligência artificial, comportamento do consumidor, decisão de compra, revisão sistemática da literaturaResumo
Este estudo investiga como diferentes aplicações de inteligência artificial (IA) influenciam as decisões de compra dos consumidores em diversos contextos de consumo. Para isso, foi realizada uma revisão sistemática da literatura com base no protocolo SPAR-4-SLR, analisando 45 artigos científicos revisados por pares publicados em bases científica. Os resultados indicam que a IA influencia as decisões de compra por meio de mecanismos como personalização percebida, confiança, empatia simulada, redução da carga cognitiva e engajamento emocional. Tecnologias como chatbots e sistemas de recomendação predominam nas fases iniciais da jornada de compra, enquanto agentes sintéticos e aplicações de IA generativa emergem em ambientes de live commerce, ampliando dimensões afetivas da experiência de consumo. A eficácia dessas tecnologias varia conforme fatores contextuais, como tipo de produto, setor de consumo e familiaridade tecnológica dos consumidores. Embora os estudos apontem predominantemente efeitos positivos, como aumento da intenção de compra e melhoria da experiência do consumidor, também são identificadas preocupações relacionadas à privacidade, opacidade algorítmica e manipulação comportamental. Como contribuição, o estudo sistematiza evidências sobre a influência da IA na decisão de compra e propõe um framework integrativo que articula aplicações de IA, mecanismos psicológicos, contextos de consumo e efeitos percebidos.
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Copyright (c) 2026 Agatha Moura
Este trabalho está licenciado sob uma licença Creative Commons Attribution 4.0 International License.
