Development of an AI-Based Conceptual Model for Predicting Consumer Purchase Decisions in the Digital Economy

The rapid growth of the digital economy has transformed consumer behavior, driven largely by the integration of artificial intelligence (AI) into digital marketing practices. Consumers are increasingly influenced by personalized advertisements, chatbot interactions, AI-driven product recommendations, and user interface experiences. However, existing models of consumer behavior remain limited in capturing the complexity of these AI-enhanced stimuli. This paper proposes the development of a conceptual framework that links digital stimuli to consumer purchase decisions, with AI-based marketing strategies serving as moderating variables. The model synthesizes insights from behavioral science, marketing theory, and intelligent systems, aiming to establish a theoretical basis for empirical validation. The framework provides both academic contributions—by extending consumer behavior models to include AI-driven mechanisms—and practical insights for optimizing AI-powered marketing strategies in the digital economy.