IMPACT OF ARTIFICIAL INTELLIGENCE (AI) TECHNOLOGIES ON PURCHASE INTENTIONS: EVIDENCE FROM E-COMMERCE AND OMNICHANNEL RETAILING IN CHINA
DOI:
https://doi.org/10.70301/Keywords:
Artificial Intelligence, Online marketing, Online shopping, E-commerceAbstract
This research focuses on the impact of AI on consumers' purchase intentions within the context of e-commerce and omnichannel retailing in China. The study examines how AI technologies influence consumers' purchase intentions in e-commerce and omnichannel retailing in China. By examining these factors and considering moderating effects such as trust, perceived usefulness, and perceived ease of use, the study aims to provide insightful discoveries to businesses operating in the Chinese market and contribute to the global knowledge base. A quantitative survey was conducted to test the hypotheses involving 563 Chinese e-commerce consumers who completed an online questionnaire. Descriptive and inferential statistics were used to analyze and test the hypotheses. The results indicated significant impacts on usefulness, informativeness, irritation, and purchase intention, with p-values below the significance threshold (p < 0.05), specifically <0.001 for the key variables. A case study involving 30 Chinese consumers with relevant experience was conducted to complement these findings, providing additional validation and triangulation of the results. This research aims to address the research gap by investigating how AI technologies influence consumers' purchase intentions in the Chinese e-commerce market and omnichannel retailing. The findings will benefit businesses, contribute to global knowledge, and encourage further research.
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