AIGC-Driven Precision Marketing and Its Impact on Consumers’ Purchase Intention for Agricultural Products: None

Abstract

The rapid advancement of artificial intelligence (AI) technologies has significantly reshaped the landscape of rural and agricultural e-commerce. Agricultural products originating from rural areas frequently encounter challenges such as information asymmetry, limited access to professional marketing expertise, and low consumer engagement. This study investigates the integration of AI-generated content (AIGC) with precision marketing to enhance the appeal of agricultural products and foster consumer purchase intentions. Precision marketing leverages machine learning algorithms and big data analytics to identify target audiences with high accuracy, while AIGC dynamically generates customized textual, visual, and interactive content that effectively engages consumers. Empirical evidence suggests that AIGC-driven precision marketing markedly reduces cognitive load during the “confused intermediate stage” of decision-making, thereby increasing perceived usefulness and ease of use. Moreover, the study underscores the pivotal role of AIGC in mitigating resource constraints in rural e-commerce, providing a scalable and cost-effective approach to agricultural brand development. The findings offer both theoretical and practical insights, serving as a guideline for policymakers and rural enterprises seeking to harness AI to enhance digital marketing strategies.