The Role of AI-Powered Search in Shaping Consumer Search Behaviour: An Empirical Study among Students in Private Universities in AP.

Author

Shaik Abdullah, Dr. Mazharunnisa

Abstract

 This study examines the role of AI-powered search in shaping consumer search behaviour among students in private universities in Andhra Pradesh. AI-powered search tools such as ChatGPT, Google Gemini, Microsoft Copilot, and Perplexity are changing how users find, evaluate, compare, and use information. The study focuses on students’ awareness and usage of AI-powered search, its influence on information-search habits, perceptions of usefulness, convenience and relevance, trust and verification of AI-generated information, and its effect on product and service comparison and purchase-related decision-making.

A quantitative, descriptive, cross-sectional research design was used. The empirical analysis was conducted using 84 valid questionnaire responses collected via Google Forms. The collected data were analysed using frequency and percentage analysis, mean and standard deviation, Cronbach’s Alpha, Pearson correlation analysis, and multiple regression analysis. The study provides insights into changing consumer information-search patterns in the AI era and offers useful implications for digital marketers seeking to adapt content, search visibility, and consumer-engagement strategies to AI-mediated search environments.

Keywords

AI-powered search, consumer search behaviour, artificial intelligence, university students, digital marketing, consumer decision-making.

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References

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