Consumer Perception Towards the usage of Artificial Intelligence in Online Shopping

S Safeek Jahir Hussain; S.C.B Samuel Anbu Selvan; P Raja

doi:10.34293/sijash.v13iS3-Aug.10440

S Safeek Jahir Hussain Part time Research Scholar, Department of Commerce, The American College, Madurai
S.C.B Samuel Anbu Selvan Associate Professor, Department of Commerce, The American College, Madurai
P Raja Associate Professor, Department of Management Studies, SRM College for Engineering and Technology, Madurai

DOI: https://doi.org/10.34293/sijash.v13iS3-Aug.10440

Keywords: Artificial Intelligence, Online Shopping, Consumer, Perception, Retail

Abstract

Products with artificial intelligence (AI) functions perform thinking, decision-making, and social tasks, similar to human assistants. Consumers generally have different preferences and perceptions when buying electronic gadgets online versus offline. The objectives are to identify the socio- economic condition of the consumer, to identify which factors determining the perception towards the usage of artificial intelligence in online shopping preference, to test the hypothesis for perception towards the usage of artificial intelligence in online shopping preference
The Madurai city is purposively selected for the present study since it is the predominating trade centre for Tamil Nadu. About 120 respondents were selected by adopting simple random techniques. The data accumulated through the online mode. An online survey in Google Forms was conducted to collect data from customers by using well-structured interview schedule and the information collected pertains to the year 2024-25. Percentage analysis, mean ranking, ANOVA were carried out to draw meaningful interpretations. The study identifies the transformative role of AI in shaping the purchase intention and consumer preference in the Indian online shopping preference, addressing gaps in existing literature by focusing on India’s unique socio-economic context. The online shopping preference was analyzed by computing the mean score and the results are it is apparent that home delivery was the major preference followed by Convenience, Detailed Product Information, Price Comparison, Wide Selection were the online shopping preference by the consumers for their purchasing behavior.