Impact of artificial intelligence on consumer online purchase intention

Title

Impact of artificial intelligence on consumer online purchase intention

Creator

Jakhodia, Yash; Gupta, Tanishqa; Singh, Twinkle

Description

Artificial intelligence (AI) is rapidly weaving itself into the fabric of online shopping as the digital landscape evolves, having a significant impact on consumer online purchase intention (COPI). This influence manifests itself in a variety of ways, ranging from personalized product recommendations curated by AI algorithms to seamless user experiences (UX) crafted through AI-driven optimization. Recommendation engines anticipate our desires by analyzing previous purchases and browsing behavior, relieving decision fatigue, and potentially nudging us towards that coveted purchase. Chatbots and virtual assistants, tireless digital companions, provide 24-hour support, increasing convenience and accessibility and thus increasing COPI. This AI-infused journey, however, is not without its challenges. Concerns about data privacy, algorithmic bias, and the ambiguity of AI decision-making can erode consumer trust, potentially impeding COPI. Ethical concerns about data manipulation, discrimination, and unfair data practices raise red flags, calling for transparency and responsible AI implementation. The key to unlocking a sustainable future for e-commerce is striking the right balance between harnessing the power of AI and mitigating its potential pitfalls. E-commerce companies must prioritize trust by being transparent, ensuring responsible AI practices, and confronting ethical concerns head on. Only then will they be able to harness AI's transformative power to foster a thriving online shopping environment in which COPI thrives alongside consumer trust and well-being. 2025 by IGI Global Scientific Publishing. All rights reserved.

Source

Multi-Industry Digitalization and Technological Governance in the AI Era;pp.297-316

Date

01-01-2025

Publisher

IGI Global

Coverage

Jakhodia Y., Christ University, Delhi NCR, India; Gupta T., Christ University, Delhi NCR, India; Singh T., Christ University, Delhi NCR, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISBN: 979-833731683-3; 979-833731681-9;

Format

online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3373-1681-9.ch014

https://www.scopus.com/pages/publications/105002362209?origin=resultslist