The Role of Artificial Intelligence in Sustaining the E-Commerce Ecosystem

Abstract

A large number of customers have used traditional e-commerce portals, where there are no assurance of product quality, display of all features, picture search, virtual chat service, product recommendation and tracking facility. Due to these disadvantages,the customers have switched to Alibaba and Tencent products line and remain in the ecosystem.present study drew on Quo Bias theory to investigate the customer behaviour to remain on the e-commerce platform.Twenty-eight in-depth interviews were conducted to extract the variables and proposed a model based on risk theory as well as CRCB framework. An offline survey was distributed to 649 (valid) ecommerce users; valid data was assessed and analyzed using structural equation modeling (SEM). Results show CRCB was influenced by switching cost and comparative attraction. Moreover, negative (undesirable) attitudes mediate the relationship between risk perception and CRCB, has a positive impact on undesirable WoM. The study findings help the managers and policy makers to devise a new policy and serve the customers in a better way.