RESEARCH ON CONSUMER USE INTENTION FOR ELECTRIC COMMERCE PLATFORMS INTEGRATED ARTIFICIAL INTELLIGENCE (AI)

Abstract

The rapid development of artificial intelligence (AI) in the e-commerce sector has changed the way consumers shop online. This study aims to evaluate and research factors that influence users' intention to use e-commerce platforms with integrated AI. The study uses the technology acceptance model (TAM), theory of reasoned action (TRA), theory of planned behavior (TBP) and diffusion of technology theory (DOIT) to design the model. With data from 314 customers interested in e-commerce with AI integration, structural equation modeling (SEM) was used to test the model. The results show that subjective norms have a significant influence on perceived ease of use, thereby forming positive attitudes and curiosity, strongly promoting the intention to use AI to support shopping. online. Similarly, perceived usefulness has a significant influence on intention to use AI for online shopping. The findings help researchers and businesses better understand consumers' intentions to use AI to assist with shopping.