Measuring the Influence of Artificial Intelligence (AI) on Online Purchase Decisions-In Case of Indian Consumers

Abstract

The industry's ostensible technological sophistication contributes to the highly dynamic ecommerce environment. When new technology is made available, many of these companies openly adopt it to stay competitive market. Internet shop owners have embraced a variety of technologies, including artificial intelligence. Technology is rapidly evolving. Artificial intelligence significantly facilitates the conversion of interest into purchase intentions. The majority of the information gathered by e-commerce companies is about prospective customers or prospects. AI can be used to interact with warm leads or cold leads who have indicated interest in a brand or product. Furthermore, AI has been demonstrated to be a highly constructive technique of retargeting customers. Artificial intelligence advancements have increased consumer satisfaction even further, making it even more critical in today's climate. This paper will investigate the factors that influence artificial intelligence's practical implacability in order to better understand how it affects consumers' online purchase plans. This paper explores the various variables influencing consumers' purchase intentions for e-retailing using a technology-based model as the foundation. This study has developed a model that shows how business organisations can incorporate artificial intelligence into retailing in order to comprehend consumer requirements and encourage technology adoption. This research has looked more closely at consciousness, subjective norms, and faith as constructs that heighten the tenacity of artificial intelligence.