CULTURAL AND BEHAVIORAL VALUES WITHIN THE SAUDI ARABIA: ROLE OF BRAND LOYALTY, ETHNICITY, GENERATION Z, AND THE USE OF ARTIFICIAL INTELLIGENCE (AI) IN THE CONSUMERS BEHAVIOR
Abstract
This study investigates the impact of cultural and behavioral variables on Saudi Arabian consumers’ behavior especially brand loyalty, ethnicity, Generation Z and the use of Artificial Intelligence in the buying process. The purpose of this research was to compare interethnic variation in consumers’ behavior and the effects of AI incorporate on their purchasing patterns. Participants of the survey were selected from Arab, South Asians, and Western descent, and a total number of one hundred questionnaires were completed by five hundred participants. The data analysis techniques explored were Exploratory Factor Analysis (EFA) and Structural Equation Modeling (SEM) to test the hypotheses proposed in the study. Therefore, it was found that ethnicity has an impact on both the utilization of artificial intelligence and customer loyalty towards brands. Among all these users, the AI adoption was high among the Arab and South Asian customers, and there existed a variation in the behavioral values that distinguished the two groups. The study also reveals that Generation Z users accept artificial intelligence in consumption activity and shopping, thus stressing the technology acceptance. These results therefore imply the need to always consider cultural factors when establishing marketing communication campaigns especially in the Middle Eastern country of Saudi Arabia. This work offers relevant information concerning the influence of cultural and behavioral beliefs in the consumption patterns of customers especially toward artificial intelligence and brand preference. The authors recommend that marketers should devise different strategies because of the multicultural aspect, especially while marketing to the younger generation, in Saudi Arabia.
Keyword : Consumer Behavior, Saudi Arabia, AI Adoption, Brand Loyalty, Ethnicity
This work is licensed under a Creative Commons Attribution 4.0 International License.
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