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Journal of Digital Business and Innovation ManagementJournal of Digital Business and Innovation Management

This study presents a Systematic Literature Review (SLR) exploring how artificial intelligence (AI) features influence purchase intention on web commerce platforms, with a focus on customer experience and trust as mediating factors. Using Python-based bibliometric and text mining tools, the review examines academic literature published between 2017 and 2024. Findings suggest that AI features such as personalization, chatbots, recommendation systems, and virtual try-ons significantly contribute to enhancing user experience and building trust, which in turn foster purchase intention. The study also highlights methodological trends and proposes directions for future research.

The study confirms the critical role of artificial intelligence (AI) features in shaping consumer behavior within the digital commerce landscape.AI-driven features enhance both the functional and emotional aspects of consumer interaction, mediated by customer experience and trust.Future research should integrate psychometric modeling, platform analytics, and demographic segmentation to provide a more granular understanding of these evolving dynamics.

Future research could explore how consumer responses to AI features vary across different demographic groups and cultural contexts, recognizing that preferences and expectations may differ significantly. Investigating the long-term impact of AI features on consumer trust and purchase behavior through longitudinal studies, rather than relying solely on cross-sectional data, is crucial for understanding sustained effects. Furthermore, integrating platform-specific behavioral data, such as clickstream analysis and user interaction logs, alongside traditional survey methods, can provide a more comprehensive and nuanced understanding of how AI influences consumer decision-making processes. These approaches will allow for a more robust validation of causal relationships and the development of more effective AI-driven strategies in web commerce, ultimately leading to improved customer experiences and increased business value. Finally, exploring the ethical implications of AI in e-commerce, particularly regarding data privacy and algorithmic bias, is essential for building sustainable and trustworthy relationships with consumers.

  1. Understanding Customer Experience Throughout the Customer Journey - Katherine N. Lemon, Peter C. Verhoef,... journals.sagepub.com/doi/10.1509/jm.15.0420Understanding Customer Experience Throughout the Customer Journey Katherine N Lemon Peter C Verhoef journals sagepub doi 10 1509 jm 15 0420
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