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This study explores factors influencing online shopping in Latin America, focusing on the impact of artificial intelligence (AI) and consumer motivation. Using a quantitative, cross-sectional design, a nationwide sample of 405 Ecuadorian consumers with prior online shopping experience was analyzed. The research, which employed PLS-SEM, found that perceived usefulness, ease of use, social influence, and motivational variables are crucial drivers of purchase intention. The findings, though based on a single-country sample, provide valuable insights for e-commerce companies, underscoring the importance of usability, social proof, and Artificial Intelligence – powered personalization to enhance digital strategies and promote digital inclusion.

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Beyond the Click: Artificial Intelligence Impact on Consumer Behavior and E-Commerce in Latin America

  • 会议论文

  • 发表日期：

    2026年

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  • Zlata Borsic-Laborde,
  • Diego Cordero Guzman,
  • Rosa Elena Blacio Jara

摘要

This study explores factors influencing online shopping in Latin America, focusing on the impact of artificial intelligence (AI) and consumer motivation. Using a quantitative, cross-sectional design, a nationwide sample of 405 Ecuadorian consumers with prior online shopping experience was analyzed. The research, which employed PLS-SEM, found that perceived usefulness, ease of use, social influence, and motivational variables are crucial drivers of purchase intention. The findings, though based on a single-country sample, provide valuable insights for e-commerce companies, underscoring the importance of usability, social proof, and Artificial Intelligence – powered personalization to enhance digital strategies and promote digital inclusion.