Technology acceptance model for understanding consumer’s behavioral intention to use artificial intelligence based online shopping platforms in Bangladesh

Science and technology have significantly transformed the world, and artificial intelligence (AI) is revolutionizing sectors like online commerce. In Bangladesh, where traditional buying practices are prevalent, the integration of AI in online shopping presents both challenges and opportunities. Understanding customers’ behavioral intentions (BI) is crucial for AI-based online shopping platforms, but there is limited research on this topic, necessitating further studies to advance the understanding. The study aims to better understand consumers’ BI and determine whether perceived trust (PT) and service quality (SQ) form any positive attitudes (ATT) towards the BI to use AI-based online shopping platforms in Bangladesh. The study employed a broadly used technology acceptance model (TAM) with two additional variables PT and SQ, a quantitative research approach and a purposive sample strategy. Data was obtained using an online survey method with a seven-point Likert scale and evaluated using Smart-PLS and SPSS software, with partial least square (PLS) Smart being used for data analysis. The study found that perceived usefulness (PU) and SQ are the two most crucial variables that influence consumers’ ATT, while perceived ease of use (PEU) and PT are insignificant. However, ATT was found to be the most important factor in consumer’ BI, which influences consumers to use AI-based online shopping platforms. This study enhances knowledge on customers’ BI and AI technologies in online shopping platforms and provides practical insights for retailers and e-marketers to establish effective marketing strategies.