The Impact of Artificial Intelligence Advisory Systems on Customers Purchasing Intentions: The Case in Vietnam

This research’s purpose is to understand how artificial intelligence (AI) advisory systems influence customers’ purchasing intention in e-commerce, specifically focus on Shopee. Building upon the Technology Acceptance Model (TAM) and its extended framework, the study examined the direct effects of systems perceptions toward purchasing decisions, at which point Attitude toward using Shopee mediates the relationship. A survey was conducted among 235 Shopee users in Vietnam through a quantitative method. Data were analyzed using SmartPLS. The results indicate that factors including trust, information quality, trialability, and perceived compatibility affect the customers’ perception in usefulness, ease of use and enjoyment, which in turn shape users’ attitudes and intentions to purchase through Shopee AI advisory systems. The findings also reveal that consumers’ attitude partially mediate the connection between the functional and emotional perception of AI systems with purchase intention, emphasizing these roles in online consumer behavior. Based on these insights, the study provide several implications for both theory and practice.