AI Search Experience, Information Credibility, and Purchase Intention: The Mediating Role of Brand Trust

Abstract

The emergence of Artificial Intelligence (AI) has transformed digital commerce by enabling Zero Click Commerce, where consumers increasingly rely on AI-generated recommendations and search results to make purchasing decisions without visiting multiple websites. This study examines the effects of AI Search Experience, Information Credibility, and AI Personalization Quality on Purchase Intention, while investigating the mediating role of Brand Trust among Pakistani online consumers. Grounded in the Stimulus–Organism–Response (SOR) theory, the study employed a quantitative, cross-sectional research design. Data were collected from 380 Pakistani online consumers using a structured questionnaire comprising 25 measurement items adapted from established scales. The collected data were analyzed using SPSS 27 and Hayes' PROCESS Macro (Model 4). The findings revealed that AI Search Experience, Information Credibility, and AI Personalization Quality each have significant positive effects on Purchase Intention, with AI Personalization Quality emerging as the strongest predictor. Furthermore, Brand Trust significantly mediates the relationships between all three independent variables and Purchase Intention. The study contributes to the growing literature on AI-enabled consumer behavior by extending the SOR framework to the context of Zero Click Commerce and offers practical insights for organizations seeking to enhance AI-driven customer experiences and strengthen consumer trust.