The Role of AI Adoption in Shaping Consumer Behaviour and Purchase Intention in Digital Commerce

Abstract

E-commerce marketing now uses artificial intelligence (AI) technologies to provide personalized recommendations together with intelligent search functions and automated customer support systems which create marketing systems that drive consumer decision- making during online shopping. The research investigates how AI implementation AIP affects customer PI through the extended TAM framework. The model evaluates how AIP affects three fundamental beliefs which include PU and PEOU and PR while it studies how these beliefs impact CX which leads to PI. The researchers collected information through a structured questionnaire which they distributed to 384 online consumers and they used SEM to examine their research propositions. The researchers conducted reliability and validity tests on the measurement model before testing the structural path. The study results demonstrate that AI adoption leads to positive impacts on PU and PEOU while it creates negative impacts on PR in customer experience. The researchers found that customer experience serves as the main process which transforms AI technology acceptance beliefs into actual purchasing behaviour. The study shows that customers trust AI systems when these systems provide beneficial features and their data handling methods are completely visible to users. The research establishes new evidence through its investigation of AI usage in marketing and online retailing which shows how AI technology affects customer behaviour through experiential channels, while also offering practical guidance to e-commerce businesses that want to enhance their conversion rates.