Role of AI in Shaping Buyer Attitude, influencing factors in Buying Behaviour in branded cosmetic products

Abstract

The present study examines the role of Artificial Intelligence in shaping buyer attitude and influencing buying behaviour toward branded cosmetic products. The cosmetic industry has been strongly affected by AI-based tools such as virtual try-on, skin analysis, personalized product recommendations, chatbots, and digital beauty advisors. These technologies help consumers select suitable products according to their skin type, shade preference, ingredients, and personal needs, thereby improving convenience, trust, satisfaction, and purchase confidence. The study also highlights that AI supports cosmetic brands in understanding consumer preferences, improving customer engagement, and strengthening brand relationships. The findings show that Trust, Convenience, Product Range, and Price are important factors influencing buying behaviour in branded cosmetic products. The t-test results indicate a significant difference in the role of AI-based influencing factors among buyers, while correlation results show that all four factors have a positive and significant relationship with buying behaviour. The SEM model further shows that these factors explain 36.6% variation in buying behaviour, with Trust having the strongest effect, followed by Product Range, Price, and Convenience.