DECODING THE ACTUAL IMPACT OF GENERATIVE AI ON CONSUMER DECISION-MAKING AND BRAND LOYALTY: A CROSS-NATIONAL MULTI-GROUP PLS-SEM ANALYSIS ACROSS THREE ASIAN COUNTRIES
Sima Ghaleb Magatef, Suleiman Shelash, Asokan Vasudevan, Huang Wei, Sharofiddin Yarmatov, Sayyora Xaydarova
Abstract: The study aimed to examine how generative AI influences consumer purchasing decisions and brand loyalty through trust and value perception as intermediary factors in three Asian nations. The research study employed a descriptive-correlational methodology which involved 1200 participants who had used generative AI in Japan India and Saudi Arabia. Researchers used standardized questionnaires to gather data on generative AI trust in AI perceived value and consumer decision-making and brand loyalty. The researchers used structural equation modeling together with multi-group analysis to perform data analysis. The results demonstrated that generative AI positively impacts consumer decision-making across all three countries with India showing the strongest relationship at a coefficient of 0.38 while Saudi Arabia showed a coefficient of 0.34 and Japan showed a coefficient of 0.31. The study found that generative AI positively affected brand loyalty which showed its strongest impact in India and weakest impact in Japan. The study established that AI trust and perceived value functioned as main mediators between generative AI use and consumer decision-making while consumer decision-making served as a mediating factor in brand loyalty. The multigroup analysis detected distinct relationship patterns among the three studied countries. The research results demonstrate that AI-based marketing strategies require consideration of cultural factors during their development process. The study presents a relationship pattern which establishes a framework that helps organizations comprehend and direct consumer behavior during the AI time period while accounting for cultural differences across various countries.
Keywords: Generative AI, Consumer Decision-Making, Brand Loyalty, Trust in AI, Perceived Value, Comparative Study
DOI: 10.24874/PES08.03B.015
Recieved: 01.06.2026 Revised: 09.09.2026 Accepted: 28.09.2026
UDC:
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