| Summary: | A research article submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Business Administration
Johannesburg, 2018 === Technological breakthroughs in the past decade have witnessed a radical transformation of consumer purchasing behaviour. However, a paucity of knowledge exists as to the extent to which cognitive computing affects consumer purchase intention. The purpose of this study was to investigate the impact cognitive computing on consumer purchasing intentions. The data was collected from a sample of 158 purposively selected online customers using a structured questionnaire adopted from a previous study. A survey method was used for data collection. The data analysis was carried out using IBM SPSS. The adequacy of the sample was tested using the Kaiser-Meyer-Olkin (KMO) test which yielded an adequacy score of 0.766. The reliability of the instrument was tested using the Cronbach Alpha reliability testing with a score of 0.719. From these preliminary tests, it was evident that the sample size was adequate and the instrument reliable enough for use in data collection. In order to test the hypothesised relationships, analysis of variance (ANOVA) was used. Furthermore, correlation analysis was done to explore the correlation between use of cognitive computing in commerce and its influence on consumer purchase behaviour. The findings revealed that there is a direct correlation between the use of online digital participation and the use of cognitive computing to influence consumer purchase behaviour. This study provides valuable insights into how cognitive computing can be used in marketing to influence purchase intentions and thus increase company revenue streams.
Keywords: Artificial Intelligence, Consumer behaviour, Machine learning and Social Media === E.K. 2019
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