Analyzing the Influence of Artificial Intelligence on Consumers’ Online Purchase Intentions

Artificial intelligence (AI) is rapidly advancing and has a significant impact on the online shopping market. The purpose of this study is to identify the factors that influence attitudes toward AI and online purchase intentions. The factors under investigation include perceived usefulness, perceived e-WOM, and perceived customization. The study uses qualitative and quantitative research methods. Through 366 data collected, we have information about people who used to shop online in Ho Chi Minh City. The results analyzed through PLS-SEM showed similarities with the previous findings. Previous studies have shown that perceived usefulness, perceived e-WOM, and perceived customization affect attitude toward AI and this study is no exception. Limitations include sample size, and future research could benefit from implementing probability sampling methods for increased generalizability. This research offers valuable insights for e-commerce businesses aiming to effectively utilize AI by focusing on developing functionalities that improve perceived usefulness and user experience.